What would you say is the single most important characteristic of an advertising person? Or advertising agency? Or 
advertising campaign? Most people would answer all these questions with the same, single word answer: CREATIVITY.
There is no denying that creativity is important in advertising. It is considered so important that one of the major departments within an advertising agency is named after it. But is it really THAT important? Or could it be that we have taken the reverence of creativity one step too far?
To address this question properly we first need to discuss the roles of creativity in advertising, and as Goose (Anthony Edwards) says in the movie Top Gun – “the list is long and distinguished”:
