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

Searching for the holy grail: the creative skills that various stakeholders value
Searching for the holy grail: the creative skills that various stakeholders value
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
0973-2586
255-277
Mahon, Nik
aea36a0d-7e92-4cf4-843d-239e397a7d6c
Ranchhod, Ashok
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Mahon, Nik
aea36a0d-7e92-4cf4-843d-239e397a7d6c
Ranchhod, Ashok
4502275c-3dca-4c29-a2cb-3a0356e4de0e

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

Record type: Article

Abstract

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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More information

Published date: 2008
Organisations: Winchester School of Art

Identifiers

Local EPrints ID: 338365
URI: http://eprints.soton.ac.uk/id/eprint/338365
ISSN: 0973-2586
PURE UUID: fb12f277-2f52-41a4-bc1b-80a44ce39099
ORCID for Ashok Ranchhod: ORCID iD orcid.org/0000-0003-4269-8825

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Date deposited: 16 May 2012 10:57
Last modified: 14 Mar 2024 11:04

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Contributors

Author: Nik Mahon
Author: Ashok Ranchhod ORCID iD

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