Ideas for Absolut's ads come from all over, not just from the ad agency . They've even invited the readers of Spy magazine to draw their ads. Creativity comes only when you let it go. It happens when you're having fun . Unfortunately we all know how threatening fun can be to some managers.
Most employees are willing to have fun.
Not all companies are willing to let them. You can spend a lot of time and money training individual employees to improve all sorts of professional skills. But nothing pays the kinds of dividends you get when your people know their ideas are valued. And especially when they see their ideas making a real contribution.