"We are the facilitators of our own creative evolution."

The late comedian Bill Hicks said this in one of his legendary stand ups. The quote is direct and extremely meaningful. "We'...meaning 'YOU'. Regardless whether you believe it or not we all evolve. So, when it comes to creativity in media there is hope but let's evolve.

We've created platforms that have evolved in a blink of an eye but have you kept up with our creativity? Yes, we have pop up ads, we have ads that target you as a consumer but are they creative enough to demand your attention?

Hold your brands accountable for their creativity. Don't allow yourself to be sedated into a 'ho hum' state. Expect more from the companies that are taking your money. Sorry....make them earn their keep before you tap your earnings away.

For the brands/clients who expend the energy, time and money curating your messaging the accountability is easy. Your reliance on data can (and should) only take you so far. Some marketers believe that data is killing creativity. Demanding data to confirm or unplug an ad too quickly can squash the creativity evolution needed to make it great.

Balancing data, insights and old fashioned 'feel' will provide a better potential of a great creative piece.

Know your audience and know your platform. Turn strangers into your customers because those once strangers will be your promoters but you (yes you) need to provide the best possible creative each and every time. No one spends a day at work and says 'tonight i'm going to watch some good ads on tv' or 'i'm going to go for a walk so I can listen to some ads...forget that podcast! I want some ads!'

Creativity is in all of us we just don't always nurture it. Don't discount what you 'feel' about an ad. If you are in a position to truly be part of a creative process...take the time to make something that's worth someone's time. Make them smile, laugh, think, but most of all treat it like its art.