Albeit some years back, I came up with a list of tips for kick-starting one’s creativity. These are tips I’ve learned over the years and have put into practice. May they serve you as well as they have me!
Hopefully making a ruckus, one blog post at a time!
Be sure to check out my other blog, Joe’s Journey, for personal insights on life and its detours.
Feel free to review various creative selections from my website.
This being the first part of the year, I’ve come across several articles that portend various trends and forecasts for 2023. Below is the most recent one I’ve read from someone within the creative industry. Please note this is an edited version of her original contribution. Emily Cohen is an avid reader, speaker, author and brutally honest operational and organizational consultant to creative teams.
Based on Emily’s consultations with clients and conversations with industry colleagues the past few years, she’s identified five trends that we need to learn from and adapt to now.
The state of the world has had a real and tangible impact on many employers as they continue to evolve their understanding of the importance of addressing employees’ escalating — and more openly expressed and talked about — cultural demands and mental health challenges as well as shifting priorities. As a result, building a healthy, flexible workplace culture has become priority number one for our industry and has moved well beyond having a written mission statement, organizing “team-building” activities, and having a dedicated people operations person (a must-have for any team).
What these new cultural changes look like is something that we really need to rethink industry-wide. We need to be more transparent with our peers and colleagues so that we can learn from both our collective successes as well as failures. We need to get creative, involving our entire team to explore and build the type of culture that best fits their needs and the vision we have for our firm. We need to realize that the nature of work is shifting and take bold steps to shift with it. Beyond caring about our team’s happiness, health, and welfare — which, above all, is most important — changes to how we think about our culture are also critical to improving retention, recruiting, and even productivity/profitability.
In order to attract new candidates, increase morale, and retain staff, many creative firms are realizing the hard way that what they’ve been paying their staff and themselves isn’t competitive or sustainable. And, given the pressing challenge of a competitive talent pool, candidates and employees have the power to demand what they deserve more than ever.
Thus, many firms have updated — and increased — their pay scales, often making them transparent to their team and, as needed, have raised salaries for their existing team to reflect industry standards. This is long overdue. In the past, we were expected to love what we do and prioritize this love over profit or money. This simply is no longer the case and rightly so. We should pay everyone — including ourselves — a fair, equitable, and livable wage.
With a much-needed increase in salaries across our industry and a rise in our overhead costs because of inflation, we must increase our rates. Yet, instead, because we are working in a saturated and highly competitive industry — along with our desperation to win, often at any cost, and the misconceived “lack of work out there” mentality — our rates continue to plummet instead of rise.
We have to stand our ground and remember that the more clients pay us, the more they are going to value what we do and this changes how they engage with us — i.e. shifting from a “we need this” or “do this” relationship to a “what do you think we need” and “how can you help us?” mentality. Raising our rates industry-wide will move us from being perceived as an on-demand service to a more consultative, advisory business.
And, yes — this does mean we will lose some projects but it also means we will win more valuable, desirable ones, and, ultimately, our focus should be on the quality over the quantity of those wins. Everyone in the industry should raise their prices across the board. (Rates) that are fair and realistically reflect the true cost of running a business as well as the value of our experience, expertise, insight, time, and how our work directly translates to and positively impacts our clients’ businesses (think: return on investment).
Previous unresolved tensions — as well as new ones — have bubbled to the surface and forced many partners re-think how they work together and, in some cases, partnerships have crumbled. In some cases, partners have moved away physically and are therefore no longer working together in person, putting a strain on interpersonal relationships. And, in other cases, partners re-think their own personal career path and choose to leave the industry entirely or move to another, less “risky”, full-time role in-house or elsewhere.
While partnership-based relationships have always been notoriously difficult to manage (like many marriages), these challenges have escalated even more due to the current global pressures. If you are in a partnership, take the time to have honest, open conversations and resolve any challenges you do have, before they continue to escalate. And, if you’re thinking about entering into a new partnership, be very thoughtful — ensure you’re being honest with yourself and your partner(s) on personal and professional priorities, goals, expectations, challenges, etc.
There is rising nervousness among firm owners and their teams about 2023 and the impact of inflation on their firms. We are all worried and have seen a slight slowdown of new work, but that’s because all our clients are also nervous and are in a wait-and-see mode and are therefore taking a bit longer to reach out and make decisions.
So, what can you do? What you should always be doing: having at least 3 months of overhead saved (as cash in the bank), 3–4 months of committed revenue, and signed contracts with all clients. Ultimately, those that struggle with maintaining this level of financial security have bigger problems than just inflation.
On the other hand, when our clients and companies implement hiring freezes and, in some cases, layoffs, there often is the opportunity to do the work that their reduced in-house teams can no longer handle. There is work out there but it may not be coming to you as quickly and easily as it once did. That is why firms should always be reaching out and shifting their business development strategies from being reliant only on inbound opportunities to a relationship-building mindset focused on outbound opportunities and “building the love” with potential prospects, existing and past clients, contacts, etc.
Emily concludes by saying . . .
Our industry is at a critical crossroads as we encounter new challenges, shifting priorities, and a complete rethinking of our personal and professional priorities. Change will take gumption, fortitude, and some degree of risk but, as a result, our firms will be more financially stable, our employees will be happier, and our industry will thrive.
So what do you think? Do you agree with Emily’s take? Do we alter our plans for 2023 or stand pat?
Hopefully making a ruckus, one blog post at a time!
Be sure to check out my other blog, Joe’s Journey, for personal insights on life and its detours.
Every once in awhile it’s nice to get another perspective on creativity and its influence in the advertising industry. So this week the creativity blog focuses on an interview with Rob Reilly, the creative lead of WPP. We also acknowledge the passing of an icon who truly embodied the power of creative excellence, Dan Wieden. Below are some excerpts from that interview conducted by Carly Weihe.
In sitting down with Reilly, his passion for creativity and the high quality standards he puts into his work is clear. Under his creative lead, WPP won the Most Creative Company of 2022 at Cannes. Animated and engaging, it’s no surprise he is the chief creative officer for the largest advertising company in the world. With a little over a year under his belt at the company, his outlook on the future is a positive one, emphasizing the importance of collaboration and brand consistency as key factors for continued success.
That’s one of the best things someone’s ever started an interview with. I think the accomplishment you can have is to create something that has an impact long after you leave this earth. When the stock brokers come out, they have to face her and remember to do the right thing the next day. The City of New York wanted to move her into a park because she was causing a lot of traffic. We were like, ‘no, we’ll move her to Tokyo or London instead because everybody wants her.’
So, we showed them the comp of the only place we would accept, State Street, and that’s where she is today. We don’t know what the return on investment is on that piece of work, because who knows if it inspired, some president or someone starting a company or finding a cure to a disease, because they were inspired to be a bit fearless.
Well,if you’ve seen anything that I’ve done or any presentations I’ve made, I really talk about creativity being today’s most valuable asset. So yes, the NYC Love was a campaign that we did against the Don’t Say Gay issue that they had in Florida. (The campaign was digital billboard advertisements strategically placed across Florida that emphasized NYC’s commitment to the LGBTQ+ community, in partnership with New York City’s mayor Eric Adams.)The idea is great. But the media placement is what makes it really great.
The creative headlines are fun and interesting and pretty punchy, but it’s a fact, that you’re able to buy the media in the States basically telling people to leave Florida, and the state of Florida couldn’t stop it. You need some real ingenuity and real creativity to do that. I have high hopes for creativity being taught to children in schools eventually. We’re teaching our kids a lot of things, and we should be teaching them to use their brain and creative ways to solve problems.
Too many people think, “Oh, I’m not creative.” But you don’t have to be an artist to be creative. You just have to use your brain in different and unique ways to solve things. I feel like more and more creativity is going to be used to get us out of sometimes the messes we create as a country and as a world.
I think younger people want to work for companies that are doing the right thing. Whether you choose to work at a company or whether it’s the couple of brands you choose to support, you’re watching what they do. But you also want to have a good career and make money and these two things don’t have to be mutually exclusive.
I think we’ve got to continue to attract unique and different types of individuals by doing the right things for them, and then the right things out in the world. I think where we’re struggling when we get into the diversity and inclusion aspect. I feel like we got to do a way better job of making sure all types of people with all types of opinions and voices and backgrounds are included and this is the business.
Quotes. Funny thing about quotes: They can be instrumental in getting over a point of view or conveying one’s opinion or setting oneself apart from others. In general, they’re supposed to be unique, jaw dropping and memorable. Here’s the latest batch out of my electronic grab bag of quotes by various folks from within the advertising community and beyond. Enjoy!
If you hear a voice within you say you cannot paint, then by all means paint and that voice will be silenced. – Vincent Van Gogh
Vincent Van Gogh
You have to know yourself … really know what makes you tick. — Shirley Polykoff, Advertising Hall of Fame
Advertising is what you do when you can’t go see somebody. That’s all it is. — Fairfax Cone, Advertising Hall of Fame
We don’t grow unless we take risks. Any successful company is riddled with failures. — James E. Burke, Advertising Hall of Fame
Success or failure in business is caused more by mental attitude than by mental capacities. — Walter Dill Scott, Advertising Hall of Fame
All creative people want to do the unexpected. – Hedy Lamarr
Hedy Lamarr
Nothing splendid has ever been achieved except by those who dared believe that something inside of them was superior to circumstance. – Bruce Barton, Advertising Hall of Fame
An expert is a person who has made all the mistakes that can be made in a very narrow field. – Niels Bohr
Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message. — William Bernbach, Advertising Hall of Fame
Bill Bernbach
The place to start in advertising is the basic selling appeal. An appeal that fulfills some existing need in the prospect’s mind, an appeal that can be readily understood and believed. — Morris Hite, Advertising Hall of Fame
Hopefully making a ruckus, one blog post at a time!
Be sure to check out my other blog, Joe’s Journey, for a different kind of playground for creativity, innovation and inspiring stuff.
Lt. Cmdr. Data of the USS Enterprise
Well, Data, as all Trekkers know, was an Android, not a robot. It was a very sensitive distinction in his day. Yet, one can’t help but wonder what one non-human form of life would think of another non-human form of life creating advertising in the manner humans do.
While humorous, I can just picture Klaatu instructing Gort about a forthcoming ad for NASA’s Artemis IV mission to Jupiter. (Note: Those of you not having a clue as to what I am referring, Google “Day the Earth Stood Still” especially the 1951 version)
Gort
Recently, I read where a reporter from the Wall Street Journal did an article on the role of AI (Artificial Intelligence) writing and redoing advertising. Interesting, I thought, so I made it the focus of this week’s blog post about another aspect of creativity in the early 21st. Century. My thanks to both The Journal and Patrick Coffee for lending credence to this post.
In late 2021, as states eased pandemic restrictions and consumers began flying again, travel search company Kayak needed a message that would help it stand out against bigger rivals.
Most travel ads focused on “the family reunion space, soft piano music, the get-together on the beach,” said Matthew Clarke, vice president of North American marketing for the Booking Holdings Inc. company. Kayak took a different approach with the “Kayak Deniers” campaign, which went live in January and poked fun at the rise of online conspiracy theories. In one ad, an angry mother insists to her family that Kayak isn’t real, screaming, “Open your eyes!”
Inspiration for the ads came from an unlikely source: artificial intelligence.
Kayak worked with New York advertising agency Supernatural Development LLC, whose internal AI platform combines marketers’ answers to questions about their business with consumer data drawn from social media and market research to suggest campaign strategies, then automatically generates ideas for advertising copy and other marketing materials.
Supernatural’s AI found that Kayak should target its campaign largely toward young, upper-income men, who it said would respond to humor about Americans’ inability to agree on basic facts in politics and pop culture, said Michael Barrett, co-founder and chief strategy officer at Supernatural.
“That gave us a good amount of license to zig where the category was zagging and to be more relevant, more provocative,” Mr. Clarke said of the AI findings.
The campaign has been one of Kayak’s most successful to date in driving brand favorability, Mr. Clarke said.
Marketers have primarily used AI in a creative capacity in services like creative automation, which tests thousands of slight variations on elements such as ad copy and color schemes to determine which combinations will best attract consumers’ attention.
But AI is expected to change marketing practices drastically in coming years thanks to new tools like OpenAI Inc.’s automated language generator GPT-3, which allows algorithms to better understand different languages and produce original text content, said Tom Davenport, distinguished professor of information technology and management at Babson College in Wellesley, Mass., who co-wrote a 2019 paper on the subject.
Unilever PLC’s Dollar Shave Club recently began working with AI firm Addition Technologies Inc., whose platform can analyze millions of social-media posts, to help identify themes for use in marketing products that range from razors to wet wipes.
“It’s like having a machine hive mind that you can just keep asking questions because it has completely consumed all comments on the subject,” said Matt Orser, vice president and head of creative at Dollar Shave Club.
Addition also worked with ad agency Droga5 LLC to create an interactive ad campaign for the New York Times that turns headlines from each subscriber’s reading history into a visual “portrait” of that person. Some headlines were too long to fit within the portraits’ design, so Addition programmed its platform to rewrite them in fewer than 50 characters, said a Times spokesman.
AI’s primary benefit for marketers is its ability to quickly complete projects, such as brand strategy briefs, that would take humans days or weeks, giving staffers more time to focus on other work, said Supernatural Chief Creative Officer Paul Caiozzo.
When Signal Messenger LLC, maker of encrypted messaging app Signal, wanted to plan its first major marketing campaign in 2021, it turned to AI marketing consulting firm DumDum LLC.
DumDum invites marketers to discuss their most pressing challenges in brief “thinkathon” sessions, then runs those ideas through an AI platform that matches them with potential solutions based on a growing pool of behavioral data and consumer surveys conducted by DumDum to provide CMOs with outside perspectives.
DumDum presented Signal with several options, and executives chose one that focused on the fact that Signal, unlike many other digital platforms, doesn’t collect user data. They bought several Instagram ads designed to highlight how its parent, Meta Platforms Inc., targets users with their own personal data, said Jun Harada, head of growth and communication at Signal. One post began, “You got this ad because you’re a certified public accountant in an open relationship.”
Facebook responded by shutting down Signal’s ad account, according to Mr. Harada. The move came only days after Apple Inc. announced sweeping data-privacy changes that would upend the digital advertising industry.
When used correctly, AI forces marketers to consider new perspectives and avoid simply repeating approaches that worked in the past, said DumDum founder Nathan Phillips.
“You can create a dance between human and computer that changes the way you think,” Mr. Phillips said.
The idea of AI as a creative partner isn’t new, but most campaigns have positioned it as a gimmick.
In 2018, Toyota Motor Corp.’s Lexus released what it called “the world’s first advert to be scripted entirely by AI.” However, a Lexus spokeswoman described that effort as a “one-off,” and it still needed a human director.
Increased use of AI could potentially eliminate some entry-level marketing jobs, but it will never replace the people required to ensure that content is fit for public consumption and to prevent controversies such as Microsoft Corp.’s anti-Semitic chat bot, said Mr. Davenport, the Babson College professor.
Ad industry leaders agreed that AI will supplement, not supplant, human ingenuity. “While [AI] can unlock the creative capacity of people by making their work more efficient and effective, sometimes we need to throw logic out the window and fall back on our intuition,” said Rob Reilly, global chief creative officer at ad giant WPP PLC.
More creative firms will begin using AI tools in the coming years, but most will not position themselves as AI-driven businesses, because CMOs aren’t particularly concerned with the process as long as the resulting campaigns are successful, said Mr. Caiozzo of Supernatural.
“AI is just the tool that is freeing me to do my job,” he said. “Most people don’t care how you bake the bread.”
Like it or not, AI is here to stay and will only adjust and modernize the ad industry for years to come.
Notes:
Sources: The Wall Street Journal and Patrick Coffee. Appeared in the August 11, 2022, print edition as ‘Robots Turn Creative as AI Helps Drive Ad Campaigns.’
Hopefully making a ruckus, one blog post at a time!
Be sure to check out my other blog, Joe’s Journey, for a different kind of playground for creativity, innovation and inspiring stuff.
Every so often I run across articles on some aspect of creativity. This week I found an article on nurturing creativity by building a supportive environment. It’s a recent study co-authored by professors from Rice University here in Houston and the Barcelona School of Management in Spain. I’ve reflected the study’s findings here in this blog post.
Creativity in children develops their spirits. Playing at or with almost anything spurs their creativity. (I wish this could be said about most adults.) Coaxing creativity from adults is more challenging. Creativity in adults enriches productivity — especially at the office.
Creativity is where ideas come from; ideas form the basis for innovation. In an increasingly competitive world economy, it’s innovation that allows businesses to survive and thrive. This makes creativity a prized commodity in the job market. For managers, cultivating creativity in their workforce is a crucial professional skill. (Note: Yet I think creativity is still a very undervalued skill, if not misunderstood.)
Current academic research takes a more holistic look. By studying the interaction between the character traits of the worker or the team, the leader or the supervisor, and the prevailing atmosphere at the workplace, researchers are unveiling new insights.
Studies show, for example, that the benefits of benevolent leadership expand when workers recognize creativity as an important component of their role. Not only that, creativity is highest in employees who experience high levels of both positive and negative moods and feel supported by their supervisors. Other research finds that leaders who empower their workers get a greater payback in creativity.
To explore these findings further, *Zhou and Hoever developed a typology that sorts out research about workplace creativity based on interactions between the worker (which they call the “actor”) and the workplace (which they call “context”).
The best-case scenario is a positive actor in a positive context, a mix that is synergistic for creativity. Worst case: When a positive actor languishes in a negative context or, similarly, when a negative actor stews in a positive context. At the extreme end of possibility, a negative actor in a negative context is downright antagonistic to creativity, Zhou and Hoever found.
There’s one final type of employee-workplace interaction: the “configurational” experience, which includes factors that are neutral in shaping creativity, but, when combined with other factors, cause a kind of chemical reaction that boosts or blocks creativity.
Zhou’s research serves up some bad news and good news for managers. Choosing and hiring employees who are creative is not enough, it turns out. If your workplace is discouraging, creativity will wither in almost anyone. On the brighter side, cultivate a nurturing environment and creative tendrils may sprout even in the most no-nonsense workers. Best of all, good managers can build a nurturing greenhouse environment. Practically speaking, it means that companies can and should train supervisors to cultivate creativity in their management choices. (Hmmm, wonder what an 8-year old supervisor would do!)
Plenty of research gaps remain, however. To fill them, Zhou has outlined an ambitious agenda for future research, including a close look at the impact of workplaces on collective creativity; exploring as-yet unidentified factors in workers and work settings that spark creative thinking; and seeking ways to vanquish the effects of unsupportive environments.
Making creativity happen at work, in other words, isn’t child’s play. It is, in fact, hard work, especially if the environment is less than stimulating.
——
*Identifying the best circumstances to make creativity bloom is one of the driving questions in this study by Rice Business Professor Jing Zhou and colleague Inga J. Hoever, a professor at the Barcelona School of Management in Spain.
Hopefully making a ruckus, one blog post at a time!
Be sure to check out my other blog, Joe’s Journey, for a different kind of playground for creativity, innovation and inspiring stuff.
Creativity can spring from a variety of different sources, some even unlikely. Behind each scenario is a person or persons developing the idea and following it through to completion. Below is a report on such creativity.
Each year, Fast Company reveals a new list of the Most Creative People in Business. The folks we highlight have accomplished something in the past year that no one in their field ever has before, something that’s already having a discernible and important impact.
As you’ll see, we take a different view of creativity than our fellow business media outlets do. To us, creativity isn’t limited to the fields typically thought of as “creative,” such as entertainment, marketing, or branding. We know that creativity is happening everywhere: science labs, law offices, parliamentary halls, and even the open seas—and thank goodness. Creativity is what leads people to fix the world’s most urgent problems.
The work that’s been done by this year’s cohort of 56 Most Creative People in Business showcases several ways that creativity can lead to bold and substantial change. Here are some of the lessons they offer, for 2022 and beyond.
Dismayed by the rise in fentanyl overdoses among recreational drug users, Allison Heller and Dean Shold took action. Their organization, FentCheck, is putting drug-test strips where the users are, and saving lives. Reynold Verret, president of Xavier University of Louisiana, is building a robust academic pipeline that’s creating more Black doctors and health industry leaders. Not content to live with the glaring vaccine inequity across the world, Baylor College infectious disease experts Maria Elena Bottazzi and Peter Hotez developed the first-ever open sourced COVID vaccine, called Corbevax, which has already been administered to tens of millions. When Russia invaded Ukraine, Pavel Vrzheshch redeployed the employees at his branding/ad agency as “creative warriors,” which led to the wide-reaching, Zelensky-endorsed “Be Brave like Ukraine” campaign.
After Whitney Pegden noticed that Walmart delivery customers were bonding not just with the service but the delivery workers themselves, she expanded the program accordingly. With various societal needs exposed by the COVID pandemic, Norma Edith Garcia-Gonzalez converted LA’s county parks to health centers, shelters, and food pantries, with great results, and focused on helping (and employing) local youth. Audio engineer Heba Kadry enhances the connection between musical artists—such as Mdou Moctar and Japanes Breakfast—and their fans. Seniors thrive when they’re part of a community, which is why Selfhelp Realty Group’s Evelyn Wolff has built The Atrium at Sumner. As climate change makes hurricanes, floods, and wild fires more frequent and extreme, Resilience Force founder Saket Soni is standing up for disaster recovery workers, and securing them better employment terms.
Microsoft’s Tom Burt is calling upon his legal background to safeguard users’ data from hackers, thieves, and foreign adversaries. Through a logistics app called PRoduce, Crystal Díaz is restoring food sovereignty to Puerto Rico, which currently imports 85% of its food. Gina Asoudegan is bringing regenerative agriculture to supermarkets at scale with Applegate Farms’s new Do Good Dog. Knowing that a free (and robust) press is vital to our democracy, New York Times vets Megan Twohey and Jodi Kantor have written a book called Chasing the Truth to share what they’ve learned with young journalists and encourage them to “engage with the world and make progress.”
As the behemoths of Big Tech continue to grow even more dominant, several courageous individuals are finding innovative ways to keep their power in check. The EU’s Margrethe Vestager led the passage of two new landmark pieces of legislation that will go further than anything before to level the playing field worldwide. Gretchen Peters is working with lawmakers to expose organized crime on social media. Creative-thinking attorney Jay Edelson is leading winning lawsuits that protect users’ biometric data and more. And while there may be a ton of hype out there about the new world of “Web3,” Molly White sees right through it (and enables us see, too).
Singer-songwriter Arooj Aftab has made the ancient art of ghazal feel brand new. Sort Of co-creator Bilal Baig positions gender-fluidity in a fresh and sensitive way. Fashion designer Kingsley Gbadegesin channels the queer community’s perspective (and has gained wider following because of it). Former YouTube superstar Casey Neistat chronicles the rise and fall of another YouTube star, David Dobrik, in a revealing documentary called Under the Influence. Puppetmaster Toby Olié figured out how to translate Spirited Away‘s ethereal characters to the stage. Unity’s Timoni West is transporting actual data into immersive digital worlds in order to solve real-life problems.
Wind-powered charging buoys that power idling cargo ships at sea? Maersk’s Sebastian Klasterer Toft and David Samad are developing that. An electric speedboat that virtually flies above the water? Candela’s Gustav Hasselskog just built one. Meanwhile, Maxine Bédat wrote a widely read book (called Unraveled) about the pollution-heavy life cycle of a single pair of jeans and is now fighting, through her New Standard Institute, to hold the apparel industry accountable. Sharon Prince is fighting for accountability, too; she’s gotten construction industry leaders and major architecture firms on board to ensure that their materials aren’t produced with slave labor.
Mark Rober is the Willy Wonka of science. Kyla Scanlon uses a spoonful of sharp comedic timing to help to the financial education go down. Walt Disney Studios’s marketing chief Asad Ayaz keeps the multiverses spinning. With Twelve Minutes, Luis Antonio brings character study to gaming. In addition to being a world-class surfer, John John Florence has created a performance-wear and clothing line, Florence Marine X, that lets other surfers in on the creative action.
Thanks to Jill Bernstein of Fast Company for contributing the information.
Hopefully making a ruckus, one blog post at a time!
Be sure to check out my other blog, Joe’s Journey, for a different kind of playground for creativity, innovation and inspiring stuff.
Every summer the advertising world treks to France and pays tribute to its version of Mecca, the Cannes Creativity Festival. In the words of a UK publication who was onsite last week, “Cannes Lions is a circus, a meeting of minds, a place to hear the same buzzwords again and again and a chance to listen to celebrities try to explain how to do advertising to rooms full of people who do advertising for a living.
But it’s also a chance to take the temperature of creativity once a year. Seeing all the work that’s winning and being surrounded by people talking about creativity gives people a unique bird’s eye perspective for just one week.”
So, while talking to the cross section of creative leaders, a very broad, but pertinent question was asked: “what is the state of creativity in 2022?”
Here’s what some of them said.
There’s much more optimism and real celebration. We were seeing lots more joyful work. There was one piece that won Gold [in Social & Influencer], for BMW China for the Lunar New Year. The team worked out that the word for BMW in China includes the word horse, and it was the year of the Tiger. It’s properly bonkers but it’s also so joyful. I think it’s a really great example of a couple of things, this celebration and joyfulness, but also as a social campaign. They created all of these assets that then they gave over to the community that allowed them to socialise the idea. I think it’s quite complex but it looks simple and fun.
Yes, there of course is social purpose work – and there was amazing work, especially the charity work The Lost Class, which was just beautiful. That definitely triggers a reaction and wanting to sign up to a social purpose activation. Also we can sell products through joyfully co-creating with the community. I think that’s a really important next step out of the pandemic. It’s incredibly important that we get the economy up and running again, and we use creativity to do that.
On one level, there’s a little bit of dated work. Still purpose-led, still a little bit from the past. But on the other hand, there is a trend which is interesting, which is that today brands cannot tell people [things] or inspire people, it’s much more about supporting people doing things. Even if it’s for a small issue, it’s much more about supporting people in what they want to achieve. Story-doing has become much more societally relevant and less strategic – what’s your purpose, what’s your message? Some of these activations don’t even need a message because it’s clear that ‘here’s an issue and I’m just here to help’. It’s a very gen-z attitude. The other thing is not all brands are understanding the importance of being topical today. It’s so important after covid. If you’re not topical, you’re not going anywhere.
Last year I was judging brand experience and activation. And I think that my big takeaway from last year was that there are so many really ‘nice’ ideas, but you can feel how quite a few of them are just… very reasonable. You look at it and it’s well done… but there’s no tension in it. There’s no element of surprise. It’s just basically very, very clever. And I think in the jury, when you look at it, you know that it’s going to do well, but then you see something where there’s an actual idea that is expected and no one saw coming, and that sort of changes you a little bit. Those are the ones that win the big awards, I think, and there are not many of them. I mean, again, lots of great work, but those really unexpected ones felt quite rare.
But I think there’s a renaissance for really creative ideas, that we’re sort of starting to see a little bit in the requests from clients.
I am a paranoid optimistic. I know it’s a cliche, but I use it all the time. I think every leader should be a bit of a paranoid optimistic. You have to believe that things are going to change, that it’s going to evolve in order for you to be in the right state of mind, and to take some risks.
My view on that is absolutely, still the most important thing in the marketplace – and I don’t think this will ever change – is the idea. And an idea that connects with you on an emotional or a rational level, sometimes both.
I think we do have this superpower in our industry to change people’s lives. It can be an ad that’ll put a smile on your face or remind you to call your mom or it can be an app that will help you to deal with your asthma or to run better. So I know that this is possible. And I think we should be doing that.
I believe, when it comes to the state of creativity, we are in a very exciting place, frankly, because I feel that there’s a lot of energy to try things. Let’s be honest, with digital, with commerce, we have so many platforms, we produce so much. Any creative can relate to the many times you create something and you end up with one asset that people see for a fraction of a second. There is a lot of vision from people saying, ‘I don’t want to be part of the clutter, I want to be part of the signal’. The more clutter there is, the more anxious people get to change, to try to do something to break the mould.
There was so much fear in the last few years and everybody was thinking about just controlling things, not wanting things to get out of hand. And of course, then you lean on data, and you’re like, ‘OK, Facebook, Google, what can you give me? This is my budget and let’s just use programmatic. Let’s just steer this thing to not have a catastrophe, we’re going to control the situation’. Through creativity and unexpectedness, you have to be bold. You have to risk something – and I don’t think people have been in a risky kind of mood… [We were talking earlier] about the pendulum and maybe this is when people are waking up and coming out and saying, ‘OK, wait a minute, let’s build brands that people care about.’
Hopefully making a ruckus, one blog post at a time!
Be sure to check out my other blog, Joe’s Journey, for a different kind of playground for creativity, innovation and inspiring stuff.
Live long and prosper, Ukraine.
Forty-seven years ago this week, June 28, 1975, creativity lost an icon. A mentor to many both near and afar and an inspiration to those of us putting “pen to paper.” Rod Serling, creator and host of the TV series, The Twilight Zone, was a master at utilizing one’s imagination and turning it on its ear. And we loved him for it!
These quotes pay tribute not only to Rod but to various creative artists and thought leaders who have also played a role in tweaking our imagination and how we think.
I just want [people] to remember me a hundred years from now. I don’t care that they’re not able to quote any single line that I’ve written. But just that they can say, ‘Oh, he was a writer.’ That’s sufficiently an honored position for me. – Rod Serling
An important idea not communicated persuasively is like having no idea at all. — William Bernbach, Advertising Hall of Fame
Human beings must involve themselves in the anguish of other human beings. This, I submit to you, is not a political thesis at all. It is simply an expression of what I would hope might be ultimately a simple humanity for humanity’s sake. ― Rod Serling
Like the musical score, a mission statement is only as good as the performance it inspires. — Keith Reinhard, Advertising Hall of Fame
Let’s gear our advertising to sell goods, but let’s recognize also that advertising has a broad social responsibility. — Leo Burnett, Advertising Hall of Fame
Treasure diversity. Seek unity, not uniformity. Strive for oneness, not sameness. — Dan Zadra, American businessman and author
Human history becomes more and more a race between education and catastrophe. – H. G. Wells
Good advertising is written from one person to another. When it is aimed at millions, it rarely moves anyone. — Fairfax M. Cone, Advertising Hall of Fame
In order to attain the impossible, one must attempt the absurd. – Miguel de Cervantes
I think, at a child’s birth, if a mother could ask a fairy godmother to endow it with the most useful gift, that gift should be curiosity. – Eleanor Roosevelt
Failure is the condiment that gives success its flavor. – Truman Capote
Hopefully making a ruckus, one blog post at a time!
Be sure to check out my other blog, Joe’s Journey, for a different kind of playground for creativity, innovation and inspiring stuff.
Live long and prosper, Ukraine.
Every once in awhile I run across an article that really speaks to me about my creativeness and my own psychological workings. This particular article by Dr. Mihaela Ivan Holtz speaks to that. I’ve highlighted her work in some of my previous blog posts. You may very well already enjoy a good relationship with a psychotherapist who understands your background and troubles. If not, seek one out. And refer to the link at the end of this post for more insightful information.
Now, Dr. Holtz, the floor, er, uh, post is yours . . .
As a creative, you use your emotions to tell compelling stories. When your art is born from a genuine emotional expression, you offer your audience a glimpse of the unique you – your interpretation and manifestation of human experiences.
There’s something about living in the full depth of human experience that is conducive to creativity. The extent to which one can step into the full breadth of their emotions is what makes them a true artist. The ability to be with and use complex and mixed layers of emotions is important for creativity.
It’s through the moments of deep insight and states of intimate connection to your inner world that your craft comes alive.
When you are intimately connected to your emotions’ texture, nuance, and depth, it comes through your art. Your audience can feel the depth of your feeling, and your work truly speaks to their hearts.
Thanks to the expression of pure emotion, others can find a piece of themselves in your art. When art comes from an intimate connection to your internal world, the people who witness it can feel seen, heard, or validated. They are transformed when you share your own experience of transformation.
Unfortunately, it’s not always easy to find and maintain this connection with your emotions and convey them in your art. Unhealed emotional trauma, unconscious conflicts, and unhealthy defensive strategies that you may have developed to cope with life’s challenges can all interfere with your creativity.
Many times, unprocessed trauma causes your emotions to feel too intense, overwhelming, or painful. You can’t stay present with such feelings and you disconnect from your own inner emotional world. You may feel like you can only tiptoe around the edges of your experience, but can never go too deep. You keep a safe distance from your own emotional experiences. It doesn’t seem possible to tap into the depth and beauty of your emotions and use them to further your creativity.
This inability to engage your emotions and go deep are all signs that you may need to do some emotional work to help you process trauma, conflicts, or defenses that are locking you out of your emotional creative space.
If you’re someone who feels comfortable in your inner creative world some of the time but then loses touch with that place at other times, you may find yourself confused and looking for answers. You may be grieving the loss of your creativity since it has been so long since you were able to access your creative emotional space.
To reconnect to your creativity, you need to do your own inner healing work. Your current struggles are a sign that emotional trauma from your past needs to be examined, processed, and integrated.
When you do your emotional work to heal old conflicts and trauma, you can access the full spectrum of your emotions and use them to enhance your art. You can remove the barriers to creativity and find that you can organically enter your artistic flow.
Thanks to the healing process, the “emotional work” you can do with a trained psychotherapist, you can connect with all that you are. Your emotions, talents, and skills can come together and you can express yourself and you trust your creativity.
The creative brain is unique, and that is why therapy for creative people needs to be sensitive to your specific needs.
Creative people have greater connections between two areas of the brain that are typically at odds with one another. The brain regions associated with focus and the brain network of regions associated with imagination, spontaneity, and emotions are in conversation in the creative brain.
Unfortunately, these connections usually tend to be impaired by unhealed trauma. Psychotherapy can help you reconnect these parts of your brain so you can regain your creativity and discover new creative energy.
When creative people commit to doing their emotional work, they develop their ability to stay in complex and even seemingly incompatible states of being. In other words, they can access the messiness of their minds and human experience with more comfort, ease, and focus. They can really dive into their old and present emotional experiences and internal world to create.
There is no cookie-cutter treatment plan for creatives with emotional trauma. The treatment is a creative journey in itself. Together, we enter a meaningful process uniquely crafted to help you get in touch with your life experiences and reconnect you with your own artistic voice and expression.
When you process the emotional trauma and conflicts you will feel: “My creativity is the core of who I am. My past struggles do not define me. My past can inform what I create, but is not the core of who I am.”
That shift will help you stay intimately connected with your emotional world to make your authentic art that will touch audiences and, in some way either great or small, transform our world.
I am Mihaela Ivan Holtz, Doctor in Clinical Psychology. I help creatives face and shift emotional trauma, depression, anxiety, performance anxiety, creative blocks, and addictions – to be and live their own best version. You can read more about Therapy for Creatives and Performers here.
Hopefully making a ruckus, one blog post at a time!
Be sure to check out my other blog, Joe’s Journey, for a different kind of playground for creativity, innovation and inspiring stuff.
Live long and prosper, Ukraine.
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