I struggle to articulate what creative agencies actually do sometimes. Most people’s default perception is “pictures, words, moving pictures and stuff like that.”
I had a thought yesterday which maybe goes some way towards it:
Thought:
A consultancy will solve a problem using all that already exists in the real world, to draw together knowledge and experience for the solution
A creative agency draws from what doesn’t exist, i.e. from the imaginary world for the solution
Admittedly this is a simplistic view and you see many ‘creative agencies’ nicking ideas left right and centre as you also see consultancies ‘having ideas.’ But perhaps it is a useful way to understand each position: one the scientist and the other the artist or fool