Allex_Chp8

"Taking creative risks" is something that is talked about in chapter 8. Many creative people follow proven formulas when creating ads because they want to stay safe.  Clients often feel uncomfortable with advertising that is too different.  Many creative people say that it is important for clients to take some risks if they want breakthrough advertising that gets noticed. 

http://www.insightmrktg.com/2015/03/20/effective-marketing-takes-creative-risk/

This article offers some insight on how to chase big ideas and take more creative risks.