Back in the "Mad Men" days, only writers and artists were held accountable for driving an agency’s creativity. Today, that dynamic has expanded to include just about everyone. Whether it’s the account services team bringing fresh ideas to clients, the business development team finding new ways to engage with prospects, or creative services producing content, everyone has to be creative for the agency to succeed. Individual contributors also must be able to tie their creative efforts to measurable ROI. Why is creativity so important? Because for agencies, creativity is currency. The successful execution of good ideas separates top agencies from closed shops. The barriers to entry for marketing are lower than ever -- anyone with an idea and an hour can build a website or whip up a logo. Agencies must communicate their value proposition as the owners of the best ideas and know how to measure that value. But creativity alone is not enough. Agencies and the people within them must be creative on demand. To do that, every department and every employee must become part of a culture that excels at creative problem-solving. Bringing New Ideas to the Table Often, creativity is talked about like it’s a magical ability of the chosen few -- something we have little control over that strikes at random. But Jason Keath, founder and CEO of Social Fresh Conference, says universal creativity is not as hard to achieve as some entrepreneurs would imagine. I spoke with Keath recently, and he said that creativity is less about inspiration and more about learning to solve problems. “Anyone can be creative,” he says, adding that creativity is a process that we fail to teach in schools or in business environments. This is good [...]