Editorial: Pragmatism is new mother of creativity

Ten years ago, if you'd asked any creative what inspired him or her, you would have had some weird and wonderful answers. Today (page 26) although there are still some weird and wonderful approaches, the effect of the downturn is detectable in some very pragmatic responses. Lowe's Ed Morris uses strategy as the starting point, while Leo Burnett's Jim Thornton suggests looking at the business strategy of the competition.

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