RIP, creative director: Creativity belongs to everyone

Matt Iliffe is co-founder and partner at Beyond, an experience design agency. If you’re not in the creative department, you’ve no business contributing to creative output. This viewpoint may sound familiar, but it’s outdated. Not only that – it’s dangerous. Why? Many agencies continue to approach briefs in a blinkered way, with each employee asked only to perform one specific task.Read the full article