Wendy Clark, a senior Coca-Cola marketer in the US, is well-known in Agency circles as a force for good - a Client who has supported great work, time and time again.
And I love that - as chair of the Effectiveness jury at Cannes this year - she writes an article that instead of arguing for the primacy of effectiveness, makes a plea for the importance of creativity.
"If you leave creativity behind, you are leaving some measure of effectiveness behind too," she writes.
However, I do have one quibble with her argument.
She develops her theme by making a big play around the word "and", arguing for work that is both creative "and" effective.
And I guess I feel that 'creativity and effectiveness' are not similar concepts that can be linked together with an 'and', like 'fish and chips'.
Because they don't exist on the same plane really, do they? Surely effectiveness is an outcome, and creativity is a means of achieving it?
"Effectiveness is our goal, creativity is our tool." That's how Nigel Bogle always used to phrase it.
In other words, effectiveness is a hole in the wall, and creativity is a sledgehammer.
Let's face it, you could still have a successful advertising campaign by filling media space with a completely literal and uncreative message.
Here are two executions in which the communication is identical.
First, expressed without creativity:
Now, with creativity:
The first execution could still be effective. A lot of people like Wayne Rooney, and a timely and well-bought media placement that reinforces the association between Nike, Rooney and England could help drive affinity for the brand.
But the second execution will be more effective (because more impactful, more memorable, and more cool. Yes, in sportswear, cool matters).
The fact is, we Agency people are not using creativity because it's more fun for us. (Although it is). We are using creativity because it increases the effectiveness of advertising. Creativity is an amplifier, that's all.
The problem we have is that too many Clients think we like creativity for its own sake, and hence they lack trust in our recommendations.
So what if we stopped using the word 'creativity' completely?
The Creative Department would henceforth be known as the Effectiveness Amplification Department, and the Creative Director as the Effectiveness Amplification Director. Creative awards would be called Effectiveness Amplification Awards.
What do you think?