COMMUNICATION OF IDEAS AND SOLUTIONS
(Creativity as problem solving).

Being creative in advertising means inventing a brilliant idea, which is technically feasible, which falls within the expected budget, which meets specific marketing objectives and which is conceived within very short deadlines, practically in real time.
In short, to be creative, that idea must “work” within a mechanism and satisfy very rigorous pragmatic conditions.
A skill that we at Punto a capo do not limit ourselves to applying to campaigns, but with much more utility and frequency, to corporate and communicative “problem solving”.
In other words, finding the solution to a problem in an innovative, elegant, rapid, economically and technically functional way.
Whether it is the creation of a product or a campaign or a commercial network, the organization of an event or an artistic project, it makes no difference: what matters is to find the solution for each problem that brings out the impasse, and that, thanks to that small illumination (which (which was once called an idea and which neuroscientists now call “insight”) manages to put together all the elements of the puzzle.
It is certainly not easy: but it is undoubtedly exciting.