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FOREIGN NEWS INSPIRATION NEWS RESEARCH

GET RID OF THE 11 THINGS HOLDING YOUR CREATIVITY BACK NOW

12. 6. 202312. 6. 2023
At the end of last week, Thinkbox unveiled the results of an investigation by Laurence Green, one of the UK's most respected advertising strategists and creative leaders. He conducted a total of 34 in-depth interviews with agency and client executives. The interviews took place in April and May this year and involved companies such as adam&eveDDB, AMV BBDO, Boots, Channel 4, Creature, Havas Creative, ITV, Leo Burnett, Lloyds Banking Group, McDonald's, Mother, Publicis Groupe, Saatchi&Saatchi, Sainsburys, VCCP and others. Respondents included Sir John Hegarty, co-founder and creative director of The Garage, and Tim Lindsay, chairman of D&AD.

According to much other research, it is undeniable that creativity is a powerful driver of advertising effectiveness. According to Green, then, the easiest and quickest way to encourage creativity is to address and remove the obstacles that stand in its way.
"We have to start with the obstacles because there are many of them ... and because some of them can be removed, sometimes even just by becoming more aware of them. You can try going through most great campaigns with this checklist and you'll see that every point will be crossed off. Optimism, mission, teamwork and imagination run through them like a red thread."

said Laurence Green, who once co-founded agencies such as Fallon London and 101 and was recently appointed Director of Effectiveness at the IPA (Institute of Practitioners in Advertising).

Green  identifies seven activities that he believes will definitely help creativity:

  1. Recognize what is possible, how transformative great advertising creative can be.

  2. Allocate resources based on outputs, not inputs.

  3. Spend time together. Discuss the work (not just your own). Is something holding you back?

  4. Strive for better briefs and better feedback.

  5. Go for the long haul, not just the wide. Don't just chase the new, repeat winning formulas and don't change them too soon.

  6. Talk to the CEO and CFO. Help them understand the business case for the brand.

  7. Learn from Christmas when the brand role and what the audience feels is most important.


Source: mam.cz
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