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Who Cares Wins by David Jones

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Preface

Six years ago, I was asked to speak at Advertising Age Idea Conference about redefining creativity. The key point of my speech was that if we really wanted to redefine creativity, then we should show how it can be used to create positive change and create good things in the world.

I was trying to define a different perspective to creativity from the commercial side. In our industry we are brilliant at using creativity to change people’s behaviour, to get them to buy product A instead of product B. But you can also use creativity to change people’s behaviours in ways that make the world a better place. I believe this is not only an opportunity but also an obligation for those of us in the creative industry and that we can use our talents ...

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