Pol Arden nije poznat samo po sjajnoj advertising karijeri kreativnog direktora u vreme prve velike ekspanzije agencije Saatchi&Saatchi, već je u svetu prepoznat i kao autor nekoliko fenomenalnih knjiga namenjenih prvenstveno ljudima koji su posvećeni ovom zanatu.
U knjizi “It’s not how good you are, it’s how good you want to be” Arden definiše reč „kreativno“, sagledanu iz različitih uglova – ugla agencije i ugla klijenata:
„The word 'creative' is the currency with which ad agencies operate.
Without it there are no agencies.
It will feature heavily in any brief.
But what is meant by the word 'creative'?
It means something completely different to each client.
To one it may mean 'I want the same as my competitors but different'.
To another it may be as simple as wanting a new jingle.
To another it means 'Give me the same as we've had for the last 20 years, but not quite.'
99% will want something that they recognize from experience.
It has been alleged that Proctor & Gamble maxim is 'Creativity with a Precedent'.
Only one in ten thousand will really mean: 'Give me something I haven't seen before'.
So, before you make your pitch, find out exactly what your client means by word 'Creative'.
It's probably different from your definition."
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