Like how I can never explain what a poet/writer does at work, I can’t preach enough the importance of giving every campaign a STORY. Okay, the term ‘story’ may sound a tad daunting; how about, gimmick, PR angle, brand ID or UX? A brilliant tagline, a theme of an event, a fun app game for the launch of a loyalty programme… whatever you envisage, is a story created by us the agency people for our client (after 46 rounds of amendments *cough*). And story here is not only about a

What is Creativity? · Creativity is an art - it's like the cherry on the top, fancy, but kind of unnecessary. Why would an office person or a scaffolder need creativity, BTW? · Creativity is frivolous, wild talk - you know, those quirky, if not shocking, ideas, all packaged in exaggerating narratives and showy visuals. · Creativity is an innate talent - only the gifted are creative. Look, I’m not fast or on fire. I can't draw. I don’t wear a cardigan like a skirt. I'm just...