Creatives love nothing more than speaking to others creatives about how important creative is.
We’re all true believers. We know how powerful great creative can be.
The problem is if we just shout about it to ourselves we’re not going to get any further forward.
We need to spread the word to everyone in the agency, and clients too. If everyone isn’t onboard with why great creative is important then it’s pretty unlikely it’ll get produced.
I’ve see the same thing happen in a lot of agencies that want to make their creative output better. They turn to Creative and say ‘the work needs to be better’.
There’s no level of examination to why the agency isn’t producing great creative already.
// Are briefs shaped to help great ideas appear?
// Is there enough drive, bravery or desire to present work that’s not just the expected?
// Does anyone care enough about the craft to polish at every step?
// Are monthly targets the driving force or is there a vision of where the agency and client want to get to?
People outside of creative might not have thought about how they can be part of making the creative great.
So have creative talks in the agency. Talk about art direction, copywriting, design and craft. Look at great work, discuss why it is and how it came to be. It’s pretty handy to do the same with bad work too.
Then go out and do these sessions with clients as well.
And invite the wider agency team to industry creative talks. Most creative talks are only attended by creatives.
Creatives are passionate, let’s find ways to make everyone involved just as passionate.
*Hopefully, it’s not just creatives reading this post.
