Dreaming of the creative process

The Diary has always been a bit of a dreamer. But as that dead genius John Lennon would say, “I’m not the only one”. Not by a long chalk. According to the latest cutting-edge research the marketing industry is away with the fairies most of the time. Workthing.com found that 73 per cent of marketers daydream at work (100 per cent at St Luke’s advertising agency). And 17 per cent say that they drift off for up to two hours a day. However, that most eminent of psychologists, Raj Persaud (of This Morning fame) says it can be productive. He says: “Your mind is at its most fertile at that time.” So next time you see a member of staff drooling on to their keyboard, you know what to do. Leave them alone. They’re being creative, man.

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