Searching for the Holy Grail: the creative skills that various stakeholders value

This article attempts to understand some of the key issues surrounding the development of creative skills in individuals. At the same time, the article tries to ascertain the skills that are valued by the industry. Higher education establishments based in the United Kingdom (UK) that teach creativity in advertising courses were solicited for their views. At the same time, creative directors and account handlers were also solicited for their views on creativity. Lateral thinking skills and communication skills were valued greatly but in different order amongst higher education, art directors and copywriters and account planners. It is clear that a range of skills are required by different stakeholders for different purposes, but, at the same time, higher education establishments have to be aware of the needs of the stakeholders and balance the creative and communications aspects in a sensible manner when imparting creativity skills to students.