Creativity is the most powerful investment today, Jean-Marie Dru in Bucharest

Newsroom 30/09/2011 | 15:12

Creativity is the most powerful investment today, according to Jean-Marie Dru, president of TBWA/Worldwide and president of the Cannes 2011 jury in the Effectiveness section. He was present in Bucharest at a conference on efficiency, creativity, new media and what it means to build a brand.

If in the past consumers and clients were content to receive a repetitive and average type of communications, the digital revolution and the crisis has made consumers want to see creative and revolutionary ideas. Jean-Marie Dru explained that “it is easy to be different without being relevant, it is easy being relevant but not different, but the biggest challenge is to combine both,” Dru explained at the conference.

“To be efficient on a market you need to be creative because people do not buy products whose values and ideas do not match their lifestyle,” Dru said.