As part of its Cannes coverage, Campaign asked WPP Overlord Sir Martin Sorrell, Publicis Groupe Grande Poobah Maurice Lévy and IPG PIG Michael Roth to talk about creativity. Here are the funniest lines from The Three Stooges:
• Sorrell said, “Trying to define creativity (as the brief for this piece asked) is a fool’s errand…” Can’t imagine identifying a bigger fool than Sorrell to handle the task.
• Lévy said, “Creativity is basically the original sparkle, no less important than heartbeats or blood flowing through our bodies. It is the trade wind that blows across all our operations, spearheading and enhancing our vision. This is the reason why advertising and communications companies will never be led by technology.” Um, then why the hell is the idiot buying every digital agency that crosses his path?
• Roth said, “I’ve been in this business for more than a decade now and, in that period, the definition of creativity has evolved.” Roth’s remark begs the question, “How much damage can one man deliver to the industry in ten years?” At IPG, creativity has devolved under his watch.