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Searching for the holy grail: the creative skills that various stakeholders value

Mahon, Nik and Ranchhod, Ashok (2008) Searching for the holy grail: the creative skills that various stakeholders value Journal of Creative Communications, 3, (3), pp. 255-277. (doi:10.1177/097325861000300302).

Record type: Article


This article attempts to understand some of the key issues surrounding the development of creative skills in individuals. At the same time, the article tries to ascertain the skills that are valued by the industry. Higher education establishments based in the United Kingdom (UK) that teach creativity in advertising courses were solicited for their views. At the same time, creative directors and account handlers were also solicited for their views on creativity. Lateral thinking skills and communication skills were valued greatly but in different order amongst higher education, art directors and copywriters and account planners. It is clear that a range of skills are required by different stakeholders for different purposes, but, at the same time, higher education establishments have to be aware of the needs of the stakeholders and balance the creative and communications aspects in a sensible manner when imparting creativity skills to students

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Published date: 2008
Organisations: Winchester School of Art


Local EPrints ID: 338365
ISSN: 0973-2586
PURE UUID: fb12f277-2f52-41a4-bc1b-80a44ce39099
ORCID for Ashok Ranchhod: ORCID iD

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Date deposited: 16 May 2012 10:57
Last modified: 18 Jul 2017 05:58

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Author: Nik Mahon
Author: Ashok Ranchhod ORCID iD

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