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Ultimately, the academy appears to be a welcome experiment: a vocational school not for traditional blue-collar trades but for creative tasks.
McDonald's is asking all its agencies to compete for creative tasks assignment by assignment; it recently awarded a global campaign for its Big Mac sandwich to Leo Burnett Worldwide in Chicago, part of the Publicis Groupe.
Rather than use one agency for creative tasks, said Richard Taylor, vice president for global advertising and promotion at Burger King in Miami, the company would shift to "a new structure where a variety of creative resources will be called upon" from the Interpublic family.
Three agencies are part of the Publicis Groupe: Frankel in Chicago, the lead agency on the account, for assignments including promotions and online ads; Publicis Dialog in Chicago, for public relations; and Saatchi & Saatchi in New York, for creative tasks, research and media planning and buying.
They included changing the agency that produces Gap ads; naming a new president for North American operations; moving the responsibilities for creative tasks like marketing and design to New York from San Francisco; and hiring, for the first time, a chief global marketing officer for the Gap brand.
People use computers for creative tasks; they flesh out ideas for text, graphics, engineering solutions, etc. Computer programming is an especially creative activity, but few tools for programming aid creativity.
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If this is where you find yourself today, or if you can see yourself there in the not-so-distant future, it is time to look at a few of the ways you can free your hands and your mind for the creative tasks to which they are best suited.
Erik Brynjolfsson cites three categories of jobs immune to robots and software, for the moment: "creative tasks and inventing new things – ideation, some people call it … [those] involving interpersonal relationships: motivating people, comforting people, caring for people … [and] fine motor control – the kinds of things that a barber or a gardener or a cook or a janitor does".
Speaking of motivation, what does the science have to say about money as an effective motivator for complex and creative tasks?
Ogilvy also gains creative tasks for the Fanta line of fruit-flavored soft drinks, previously divided among various agencies.
Switching the color of your computer's background screen to blue enhances performance on creative tasks, for example, while making it red helps with detail-oriented tasks.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com