Creativity’s all about discovering ‘new’.
Making interesting connections, thinking about things in a way no-one has before.
However, there’s now a definite trend for specialism appearing.
For people who know a subject inside out.
It’s happening both within agencies and in role being hired. A lot of creative recruitment is becoming not just channel but category specific.
Why it’s happening is easy to understand, the industry’s getting more squeezed for money and profits. So if people can shortcut a subject you can cut down the agency time on jobs, reducing costs.
There’s a big issue for creativity though. As things get more specialised we become siloed in our thinking. Subconsciously repeating or duplicating other things. Staying in well-worn ruts.
Creativity needs investigation. That’s what uncovers new ways in and new areas to explore.
Back in the day ‘a factory tour’, was the way to unearth the bit of magic that would bring a product to life. That rarely happens now, however, you can still look at the product or brand as a consumer does.
Get into their mindset and do what they do. Go to the shop and look at the environment, the shelves, competitors. Go online and click around the website, then watch what you get retargeted with. Search YouTube, TikTok and socials for the cold, hard truth of what real people say and review.
I don't drive. I’ve sold cars.
I’m not an architect. I’ve sold glazing.
I’m certainly not a millennial. I’ve launched campaigns on social.
As a creative you need to see things in new ways.
As an agency you should be working and hiring people who bring fresh thinking.
