You have to make people feel. If you can't make them feel, they won't care. If they don't care, you've lost.
I call my self a creative strategist because I use both creative and strategic thinking when working on a solution to a challenge. You can have the most creative idea for a campaign but if it doesn't have a strategy for how it will be applied to the brand and it's communication, you will end up with a failed campaign. If the design, communication, copy, colors, platforms, strategy and all the other parts of a campaign aren't connected with the brand and what it expresses you can't create the best campaign for a company.
If you want to come up with a great campaign you need an idea. An idea to me is fascinating. Fascinating because I never know where my ideas come from and I never know where they will take me. That's where my creative process begins, with an idea and to paraphrase a Creative Director that inspires me; it's a very messy process.
I create because it's fun.