'Big Bertha' on the Creativity Tightrope

We all know that creativity in business is important - perhaps even more important now than it has been in the past. Therefore, it is surprising that there are so few good exemples - the same case studies are endlessly re-cycled. Genuine creativity, it appears, is rare. Moving to embrace creativity will involve some loss of control -and therefore some risk. A balance must be struck. But companies need to be brave to lead. Agencies and other outsiders can help, by acting as creative protagonists.