Late last week, Hotcow had the pleasure of listening to a great talk from Advertising Creative Steve Henry on the subject of creativity. During the presentation, we discussed why brands usually ask agencies for the ‘big idea’ citing a need to ‘break the mould’ ‘be different’ and ‘stand out’ in a cluttered marketplace. Late last week, Hotcow had the pleasure of listening to a great talk from Advertising Creative Steve Henry on the subject of creativity. During the presentation, we discussed why brands usually ask agencies for the ‘big idea’ citing a need to ‘break the mould’ ‘be different’ and ‘stand out’ in a cluttered marketplace.