{"id":22153,"date":"2025-04-23T13:14:11","date_gmt":"2025-04-23T11:14:11","guid":{"rendered":"https:\/\/mediaforta.com\/blog\/?p=22153"},"modified":"2026-04-27T13:14:41","modified_gmt":"2026-04-27T11:14:41","slug":"creativity-deserves-more-recognition","status":"publish","type":"post","link":"https:\/\/mediaforta.com\/blog\/en\/content-production\/creativity-deserves-more-recognition\/","title":{"rendered":"Creativity deserves more recognition"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Creativity is a vital skill \u2014 but one that is often underestimated and undervalued. Every creative professional and agency has experienced clients who dismiss the true value of creative work and show little willingness to pay for what\u2019s delivered. And yet, creativity has never been more important for businesses than it is today. So where does this lack of appreciation come from?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tom, an expert in digital content marketing and founder of Mediaforta, has made it his mission to help brands and editorial teams create outstanding content. With over 20 years of experience in the media industry and more than seven in advertising, Tom has launched multiple magazines and created content for countless brands. His years of close collaboration with Coca-Cola Belgium and the Netherlands gave him valuable insight into the advertising world \u2014 expertise he now combines with his media background at Mediaforta.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-creativity\">What is creativity?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If we look at the Van Dale dictionary, creativity is defined as \u201cthe ability to create.\u201d ChatGPT describes it as \u201cthe ability to come up with new and original ideas, solutions, or works of art.\u201d Google points us to another definition:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cCreativity is the tendency to generate or recognize ideas, alternatives, or possibilities that may be useful in solving problems, communicating with others, and entertaining ourselves and others.\u201d<br data-start=\"1611\" data-end=\"1614\">(source: <a href=\"https:\/\/www.csun.edu\/~vcpsy00h\/creativity\/define.htm\" target=\"_blank\" rel=\"noopener noreferrer\">California State University, Northridge<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019d personally add that creativity has the power to delight and inspire people.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Within a business environment, creativity drives innovation, product differentiation, clearer communication, and more. It creates competitive advantages that allow companies to grow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Back in 2017, McKinsey conducted a study based on 16 years of Cannes Lions data to measure the impact of creativity. They introduced the Award Creativity Score (ACS) as a way to quantify creative work. Their conclusion: companies with higher ACS scores achieve stronger financial results, confirming that innovation actively boosts business performance. (You can find <a href=\"https:\/\/www.mckinsey.com\/capabilities\/mckinsey-digital\/our-insights\/creativitys-bottom-line-how-winning-companies-turn-creativity-into-business-value-and-growth\" target=\"_blank\" rel=\"noopener noreferrer\">the full study<\/a> here.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today\u2019s businesses operate in rapidly changing markets, facing constant technological innovations and intensifying competition. Creativity should, therefore, be a core business priority.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-creativity-in-communication\">Creativity in communication<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As consumers, we are bombarded daily by an overwhelming stream of messages and stimuli. Unsurprisingly, we\u2019ve grown increasingly resistant to these messages. Creativity is the key to breaking through this clutter. It has the power to communicate complex messages in simple, accessible ways \u2014 and to capture attention where others fail. Most importantly, creative communication connects with people on a deeper, emotional level.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is why brands go to great lengths to deliver their message in clear, distinctive, and original ways. But creativity is no easy feat. It\u2019s a skill, a talent, a unique ability to think differently. Some people are naturally more creative than others. And creativity doesn\u2019t just live in how you think \u2014 it\u2019s also about how you execute ideas. Many creatives are highly educated professionals with specialized skills.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-creatives-deserve-better\">Creatives deserve better<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When you consider everything creativity contributes to business success, you\u2019d expect these people to be valued accordingly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The reality is different. Many freelance creatives barely make a living from their work. Working conditions are often far from ideal: unstable income, fierce competition, and relentless price pressure. The EU explored this issue in a 2023 study: <a href=\"https:\/\/op.europa.eu\/en\/publication-detail\/-\/publication\/01fafa79-1a13-11ee-806b-01aa75ed71a1\/language-en\" target=\"_blank\" rel=\"noopener noreferrer\">The status and working conditions of artists and cultural and creative professionals<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-exploiting-creative-talent\">Exploiting creative talent<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-brussels-airlines\">Brussels Airlines<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In 2025, Brussels Airlines launched a competition for a plane design. The winning creation would be displayed on one of their aircraft, and the winner would receive a few plane tickets and\u2026 public recognition. In exchange, the designer was required to give up all rights to the design \u2014 allowing the airline to reuse it freely on other platforms without further compensation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-pitch-culture\">Pitch culture<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">How often are agencies still asked to pitch? Creatives are expected to deliver valuable work \u2014 often unpaid \u2014 simply to be considered for a project. Despite industry initiatives like the UBA charter and <a href=\"https:\/\/creativefairplay.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Creative Fair Play<\/a>, many brands continue to ignore these agreements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Mediaforta, we\u2019ve received similar requests from large, financially powerful brands, asking us to take part in unpaid pitches or develop concepts for next to nothing. Every creative and agency we know has similar stories. As an agency, we\u2019ve chosen to no longer participate in pitches. We know what we do, we have the credentials, we work with top talent, and our clients are free to stop working with us if they\u2019re not satisfied.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-ai-another-challenge\">AI: another challenge<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Then there\u2019s the growing role of AI \u2014 models trained on creative work, often without consent or fair compensation. Those companies pay for their electricity and rent, so why shouldn\u2019t they pay for the creative content that feeds their technology?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-it-s-time-for-change\">It\u2019s time for change<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s long past time to put an end to this exploitation and to recognize creativity for what it\u2019s worth \u2014 and that includes fair, appropriate compensation. Creativity isn\u2019t a luxury or a side note. It\u2019s one of the driving forces behind meaningful business growth, innovation, and connection.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Creativity is a vital skill \u2014 but one that is often underestimated and undervalued. Every creative professional and agency has experienced clients who dismiss the true value of creative work and show little willingness to pay for what\u2019s delivered. And yet, creativity has never been more important for businesses than it is today. So where &#8230; <\/p>\n","protected":false},"author":46,"featured_media":21118,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5098],"tags":[],"class_list":["post-22153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-production"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Creativity deserves more recognition - Mediaforta Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mediaforta.com\/blog\/en\/content-production\/creativity-deserves-more-recognition\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creativity deserves more recognition\" \/>\n<meta property=\"og:description\" content=\"Creativity is a vital skill \u2014 but one that is often underestimated and undervalued. 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