"Most people think creativity begins with a brief, but it rarely does. Instead, it begins with a kind of restlessness and a refusal to accept an obvious answer."
Annie Murphy Paul shares her first advertising campaign, guided by mentors and a playful instinct. It emphasizes creativity's importance in advertising, not just showing the product but respecting the nervous system through attention, emotion, memory, and behavior. Creativity starts with restlessness and a refusal to accept obvious answers, not just strategy.
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