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The traditional model for a company like Coca-Cola is to hire one big advertising agency and essentially outsource all of its creativity in that area. But Coca-Cola does not do it that way. It knows how to manage creative people and creative teams and it has been quite adept at building a network that includes the Creative Artists Agency in Hollywood, which is a talent agency.
The refusal to be creative is an act of self-will and is counter to our true nature. When we are open to our creativity, we are opening to God: good, orderly direction. As we pursue our creative fulfillment, all elements of our life move toward harmony. As we strengthen our creativity, we strengthen our connection to the Creator within. Artists love other artists. Our relationship to God is co-creative, artist to artist. It is God’s will for us to live in creative abundance.
It is one of the primary motives of modern art that it wants to abolish the distance which the viewer, the consumer, the audience maintain vis-a-vis a work of art. There is no doubt that the leaders of the creative artists of the last 50 years concentrated their efforts mainly on eliminating that distance.