From Webster's Dictionary:

Arrogance \Ar"ro*gance\, n. [F., fr. L. arrogantia, fr. arrogans. See Arrogant.]
The act or habit of arrogating, or making undue claims in an overbearing manner; that species of pride which consists in exorbitant claims of rank, dignity, estimation, or power, or which exalts the worth or importance of the person to an undue degree; proud contempt of others; lordliness; haughtiness; self-assumption; presumption.

So, "creative arrogance" must be some "proud contempt" of non-creative people, or to be more specific - "proud contempt" of advertising industry-outsiders. True, been there. On the other hand I know top-notch CDs untouched by this common disease.

Anyway, this is not what I said but what ANA (an American Association of National Advertisers which represents a constellation of 330 marketers that spend over $100 billion annually on marketing communications, conducted the survey to explore the current state of client-agency relations.) said in their report published a couple of days ago. Advertising Age covering the news in their "MARKETERS IRKED BY 'CREATIVE ARROGANCE' OF AD AGENCIES –– New Study Details Client-Agency Friction Points" article:

« About a third of the major marketers polled by the Association of National Advertisers believe their advertising agencies are infected by "creative arrogance," charge too much and fail to produce work that is on strategy, according to a new ANA report. [...] Interestingly, while about one in five marketers complained that agencies lack leadership integration and best practices, slightly more, about 22%, cited “creative arrogance” and lack of integration as a problem with agencies. Not surprisingly, just 27% of agency executives resolved to use training to improve listening skills. »

Strategy? What –– does it really matter if it's written *after* the creative proposals are ready and printed on the good/glossy/presentation paper? Adrants posts a pretty mild comment on the topic:

« Seems agencies dirty little secret has been found out. Without bashing all agency creatives, the problem stems from the inability of some in advertising to realize that making an ad is not art. It's a commerce of craft. While agencies do need to stand their ground on creative and strategic direction if they truly believe in it and it's backed up by research but at the same time, they need to realize the client is the one paying the bill and is the one who has the final say.

This is not to say agencies should just roll over at the wim of the client but they should realize they are not creating the next Mona Lisa to be hung on the wall or entered into the awards show of the month. An ad has the very important purpose of moving consumers to a distinct mindset or action. » [read the Adrants post]

Steve Hall could've been more spicy this time. And since we're talking about arrogance, check the new Hummer H2 Spoof TVC.