As I get older and grumpier, I am increasingly in despair about our communications industry and its supposedly ingrained creativity. The outside world stills sees us as the standard bearers for originality, for the unexpected and, as often as not, for the outrageous (in what we produce as well as how we go about producing it). But those of us closer to home know better than to believe that the mantle of creativity still rests comfortably on our shoulders. The truth is, like the brands we promote, perception has yet to catch up with reality. And the reality is that we have become predictable, unadventurous and, frankly, quite boring.
A few years ago, the only footprint most of us were aware of, was our imprint in the sand during a beach holiday. But things have changed drastically, as the word has since taken on an entirely different meaning.