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. But you know I know. Clients never care about the story. Look at those funny 'About Us' of some corporate websites. Okay, the term ‘story’ may sound a tad daunting or obscure; how about gimmick, PR angle, brand ID or UX ? A brilliant tagline, a theme for an event, a fun app game for the launch of a loyalty programme… whatever you envisage, the

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...