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Creativity is invention, originality, imagination. It's storytelling. It's a hunger to see ideas come to life - ideas that get talked about and change attitudes and behavior. Ideas that build brands. It's an uncompromising commitment to stay on strategy, to get measurable results. Because no matter how fresh and unique an idea may be, if it's not on strategy it's not good creative.

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You need creativity – another word for creativity is courage.