FROM WHERE I SAT
Useful Nuggets From
The Creative Week
For Us Marketers
By Robert Wamai
"Today ‘timelines are com-
pressed as clients believe that
everything can and must be
done quickly’. Creative ideas
take time to be conceptual-
ized and to thaw and rushing
the team destroys creativity.
In creativity the shortest dis-
tance is not always a straight
line and ideas cannot be ‘mi-
crowaved’. Lenny Nganga,
Saracen Media Group."
58 MAL30/19 ISSUE
"Client Service needs to be ‘in-
spirational conveying what’s
needed and not just regurgitate
the client’s brief ’. They should
bring to the table a deep and
wide knowledge of the clients
business. Rather than e-mail
the brief they should hold brief-
ing sessions where they debate
and challenge one another. This
when done well is inspiration-
al resulting in better creative
ideas. Judy Kairo, Coca Cola."