Mark Ritson wrote a Marketing Week article titled The idea that marketers need to be creative is a load of baloney, we’re useless at it.

« Back in the day when marketers realised that their main challenges revolved around market research, brand positioning, product strategy and pricing there was a much clearer awareness that creatives were a separate species. Few made the mistake of thinking they were the creative ones. But today, many marketers believe that their main challenge is content marketing and traditional strategic work has been replaced with a more abject emphasis on creativity uber alles. »

« I, and the marketers I worked with at these brands, never thought for a second we were creative in any way. We knew our place – which was at the analytical and strategic end of the process that then fed the creative teams. »

« And then we have to master another thing I learned working for some of the great fashion brands – we have to brief properly. Instead of making marketers more creative, let’s encourage them to be better at selecting and protecting creative talent and then briefing them properly so that they can get on with their side of the agreement. »

« Great briefs synthesise the situation, bring to life the target segment and summarise the strategic direction required before stepping back and letting proper creative minds loose on the execution bit. A great brief is like a strategic diving board – strong, solid and weeks in the making – it is ready to be used by creatives to leap from it and perform glamorous feats of creation that will wow everyone. The diving board is integral to the dive, but its builders don’t try for one second to jump from it. They know their place. »

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