‘The more time you have, the better your ideas will be’.
It’s the tip for coming up with great creative that gets mentioned more than any other.
Because it’s the best tip.
Easy, right.
Except the problem you face as a creative, or anyone else, working in advertising is that time is pretty much the last thing in your control.
You can sit around and moan about that. Wasting more time. Or you can use your creative brain to find some creative ways to work around the system.
The brief is: How can you find more time?
Get involved earlier.
Ask to join some of the research groups or strategy sessions.
Look at the client brief, help to create the agency version.
Know the client and their business. See the opportunities the account offers.
What briefs are going to come in the next year? A lot of clients work on the same calendar.
Look into the trends, work and tech relevant to your accounts.
Stay switched on, spot opportunities, make notes all year. Pull them out when the brief arrives.
Got a new brief starting on Monday? Ask for the brief on the Friday.
Be as many steps ahead of every job as possible and your subconscious will work away on ideas for you. So when you actively start trying to put thoughts on paper, they’ll already be loads to get down.
Even if they’re all a bit first thought, you’ll be well ahead of where you would have been starting cold. If you wait until the briefing before actually starting on the brief you’ll only have the time allotted.
Oh, and one final thought…
Stop wasting time on LinkedIn and get on with it.
