Is about time we iuse correctly our creative talent.
The companies must undestand that advertising-communication creatives experts could be very usefull to develop their own business. Research,development and Innovation will not properly work without a person who has deal with the creative process before an who is really a experienced creative .
We need to create a new job within the communication industry which will be the creative responsible for the company innovation. Creativity can be the key to face problems and opportunities in a way management didn´t consider it before.
Advertising creatives are able to make changes in consumer behavior.
With an apropiated direction they will be able to contribute for a better company development and a better consumer reaction to current world problems and opportunities.
Lets create it.