Here is Mark Fennell, one of our art directors.
He is creative.
He is solving a problem for one of our clients.
As you can see, he’s already found several ideas that won’t work.
He hasn’t got time to put the wrong ideas in the bin, because he’s working to a tight deadline.
He’s not using a computer, because computers don’t have ideas in them. You need more freedom to think about the problem, and the audience, and the possibilities.
You need to let the right idea come to you.
Once you have the right idea, then you can go on to a computer and make it work in all the ways it needs to work.
Mark has already had a long conversation about the problem, the audience and the possibilities with Claire, the copywriter he’s working with on this job.
While Mark is working out a visual approach, Claire is finding ways to express the idea in words. They’ll talk again and refine their thinking together before the idea suddenly comes to life.
This is how we work. Our product, our stock in trade, our currency, is ideas.
We don’t create them or own them. We have to find them, because they exist independently of any one person.
The unique talent that a good creative team possesses is knowing where to look, and how to recognise the right idea when they’ve found it.
It must be fresh, relevant and valuable to the audience. It must work across every marketing communications channel. It must honour the client’s brand. And it must be achievable within the budget and schedule set for the project.
These are timeless principles, independent of new technologies, new developments in marketing, or new media.
We apply them to every job, from a social post to a global, multi-channel campaign.
That way, we never lose sight of the purpose of what we do, which is to solve business problems for our clients.