Creatives and agencies slip into grooves.
It happens on briefs, channels and with styles. And certainly on clients.
Each and every job starts to be approached in the same way. Step after step.
It might seem more effective but it’s going to get you into cycles of producing the same type of answer.
Routine and repetition is the death of creativity.
So do things that force you out of those well-worn ruts. Look for things you can mix up throughout the process.
Try using a different briefing template this time.
Ask people from different accounts to work on the brief.
Or mix up which people are inputting on each stage. Creative, strategy or media.
Have catch-ups more frequently, and make them more working session than presents.
Don’t work things up as much as normal, or work them up more than you normally do.
Swop creative styles or production techniques.
And make sure to not break the routine the same way every time.
When I’ve tried some of these things in the past it’s brought a freshness that’s lasted beyond that job. It changes the way people see the brief for subsequent jobs.
It’s even proven useful on some of the routines an agency might get into outside of existing client accounts.
Pitches, in particular, suffer from a pretty rigid approach. They’re a place you want to stand out, look for ways to do that in the way you present as well as what you present.
We’re always looking for ways to create different work.
Make sure to spend time looking for creative ways to do the work too.
Act just as creatively as you think.
Breaking routines…
That’s a routine to get into.
