Creative Capital owner Sir Martin Sorrell has told a Connect London event the creative industry was " not a craft , it ’s a business " . Smith , former chairman of WPP , added the definition of creativity had moved beyond that of the 1980s and 1990s , and accused those who harked back to that era of having " rose - tinted spectacles " . Some people might disagree but it’s not a craft, it’s a business,” Sorrell said. He said that data made creative more effective , rather than destroying it .
Creative Capital owner Sir Martin Sorrell has told a Connect London event the creative industry was " not a craft , it ’s a business " . Smith , former chairman of WPP , added the definition of creativity had moved beyond that of the 1980s and 1990s , and accused those who harked back to that era of having " rose - tinted spectacles " . He said that data made creative more effective , rather than destroying it .