One of the many stupidities of the modern advertising agency is the notion of collaboration. The notion that everyone is "creative."
The real truth is that not everyone is creative, it's that today everyone has been given the right to blurt because someone's told them they are creative.
I think about this as the account people have blithely turned over to me a steaming ten-pound bag of shit they call a brief. I'm to figure out what to do with it. I'm to reckon with its difficulty. I'm to make sense of it. I'm to turn it into something palatable.
All of that, all of that thinking, shaping, writing and re re re re writing is work. Creative is work. It's that simple. Creative is not blurt.
Everyone is not creative. Unless they're willing to work at it.