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David Crease
creative and adopted this change of mindset to benefit clients . He said : “ I think that creativity has to be the thing that is at the front of every engagement . No one looks behind the stand and they think , right , okay , so I ’ ve got triple brackets everywhere , it ’ s all about what is in front of me that makes me want to dive into this place because there are some interesting products here . That ’ s all wrapped around creativity , but it doesn ’ t
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“ You never want to constrict anyone ' s creative thinking , you want to allow them , at least at the early stages of the creative process , to go slightly wild .”
– David Crease , creative director ,
Wonder
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have to be flashing lights and amazing , it just needs to be beautiful and you need to see yourself in the experience .”
Working to a client ’ s stated goals and integrating a business into a pitch are new solutions to make an experience stand out . This ties into the cost implications of creativity , by being more agile in approaching a brief , agencies have more freedom to come up with budget-friendly ideas to achieve company aims .
Perrott explained how creativity served his agency in this way . He said : “ We ’ ve often challenged or interrogated briefs , and they ’ ve changed radically and probably achieved a far better result . It ’ s not about us suggesting that it needs to be a bigger budget for us to work with . It ’ s us focusing on the primary result that provides the most value . Because ultimately , if it ’ s successful for that brand , then they will keep coming back to us in future .
“ Creative doesn ’ t need to be a beautifully designed piece of content or icon , it might be a creative way of scoping out the brief . Clients these days are so well-informed and so capable , they ’ re open to all these different options . So , the strength of the idea is what matters . It ’ s having confidence in the idea , the message it ’ s sending and how you ’ re approaching it still being valid and true . Then it doesn ’ t need to be wrapped up in an expensive box , it can just be an idea .”
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Foster the people With the role of creativity ever-changing and becoming more vital than ever , it ’ s becoming harder to create an environment to foster this lateral thinking toward projects . After all , setting targets to ‘ think creatively ’ is unlikely to garner the intended result .
For TRO , time is the key factor , Trapnell said : “ We ’ re going through the process of building back up the team , and then hopefully shortly we will have a better structure in the team so that there will be times when the staff can focus on creativity .
“ Hopefully , they will have a bit more time to breathe and think , because the creative process and the process of worrying about money don ’ t often sit in the same sphere . Some of the ideas people do need clear blocks of time to come up with creative solutions .”
At Wonder , freedom is the way forward early on in the process . Crease said : “ Creative minds are notoriously hard to steer . You never want to constrict anyone ’ s creative thinking , you want to allow them , at least at the early stages of the creative process , to go slightly wild .
“ If time allows and the pressures aren ’ t so much on you , I think the best thing to do is to allow people to interpret a brief and a challenge in their own way , because everyone in every creative approaches things slightly differently with influences from different areas of interest , everyone is going to come up with a different answer . CN
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