The Creativity Challenge

ABSTRACTThe advertising landscape has experienced dramatic change over the past several years, as consumers spend more time online, have more control over traditional advertising vehicles, and chose to create and share their own content. As a result, some advertisers are evolving to a confluence culture where traditional methods of work must adapt to embrace the new reality of interactive content, emerging media, and production/consumption methods. In this essay, we show how agencies like 22squared and advertisers like CNN are finding new ways to connect with consumers and build their brands. Implications for professionals and educators are provided.Keywords: Creativenew mediaInternetcollaboration Additional informationABOUT THE AUTHORSKim Sheehan is Associate Professor at the University of Oregon's School of Journalism and Communication. She teaches courses in advertising management, media and research, as well as new media courses. Her research involves culture and new technology, and she has published extensively about privacy and the Internet, and about Direct-to-Consumer prescription drug advertising. She is the author or co-author of three books about advertising. She currently serves as Associate Editor of the Journal of Advertising. E-mail: ksheehan@uoregon.eduDeborah Morrison is the Chambers Distinguished Professor of Advertising at the University of Oregon's School of Journalism and Communication. She teaches conceptual thinking, creativity and content, portfolio, and campaigns courses from a social responsibility perspective. Prior to the University of Oregon, Deborah was the leader of Texas Creative at the University of Texas at Austin for 18 years. Her research concerns professional creativity, social responsibility in advertising, and creative process. Importantly, she believes that good advertising can be one way to save the world. E-mail: debmor@uoregon.edu