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What you’re about to explore is a campaign we, a collective of students, were asked to create by the Direct Marketing Association. As you’ll see in Our Challenge, we were asked to discover the ‘real value’ of creative thinking to Britain
in a new decade.
The twist was, we could only use direct marketing techniques to do it. At the time we didn’t understand why – but excitedly got on with the job anyway.
Now the campaign is over, looking back at everyone we reached – from DM gurus to the highest voices in government – and all the steps we took to reach them, we realise we not only proved the value of you and your ideas to Britain,
but demonstrated the power of direct marketing to reach the inaccessible, provoke a response from the most advertising-resistant, create value beyond ROI to cultural and social currencies, and influence the influencers.
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The Creative Economy is our second biggest economy. Biggest after finance. Despite our poor education system, our bureaucracy and general lack of support for the creative industries, Britain remains one of the most creative countries in the world, being within the top ten of almost all areas. Advertising, design, architecture, fashion, games, music, film, video, publishing and much more.For that we can be proud. But it’s not driven by the government or economics, but individuals because there is no other industry that is so reliant on a combination of talent and passion. I’m glad to be a creative and proud. But the threat comes from what has been called the ‘Numeric Society’. A world driven by number not values. It’s why colleges don’t teach creativity any more but process creative students. Can we justify or validate creativity by numbers? Can you paint by numbers? Yes but should we? Shouldn’t others seek to understand and appreciate creativity and it’s value rather than expect us to justify it to them? There’s an old saying, “argue with a fool and it makes you a fool”.
Chris Arnold, founder Creative Orchestra.
Creation is the key to life -
In trying times like today everyone is looking for things to get them through the day, and one of the things that gets me through the day is the independent content created on sites like Youtube.com. People who are funding their own projects to create entertainment, thats what people need in trying times, things to raise their spirit, and as the person above said the creative industry is the second largest, why is the government pulling the plug? I barley watch TV anymore it’s filled with terrible garbage like XFactor and Strictly come dancing, it feels old and stale, I believe there is going to be a creative industry revolution where Music, drama and many other industries will become much more focused on independent rather than “Hollywood” and “Record Labels.” Viva la revolution and I hope I am part of it!