Veteran journalist and playwright Barbara Gloudon is arguing that if the media and advertising industries are to have a successful future, more emphasis must be placed on creativity.
Gloudon's comments came yesterday during the Advertising Agencies Association of Jamaica's 2012 Jamaica Media Awards which took place at The Knutsford Court Hotel in St Andrew.
"In order to go forward, you need to put yourself into some understanding of the past. It is not going to make you any less relevant," said Gloudon, the guest speaker at the event.
"I believe that creative people can reach a point in their development which will make other people understand our concerns and that of the nation, we have many seminars and the question is, 'Does advertising have a moral responsibility?' Now, once you say moral you are in trouble but it does have a responsibility to society," she added.
Gloudon also took note of the role that the media plays in shaping society.
"It was not until some of us developed a crusade about underage drinking that some of the purveyors of alcoholic beverages realised that there was a problem, even though we were getting reports long ago that children as young as 15 years old were drunkards, even drunk when they came home from school," Gloudon said.
During the awards ceremony, The Jamaica Observer was named Media House of the Year with Television Jamaica, the runner-up.