A few months ago, I had a happy rediscovery. I found one of my favorite childhood books when digging through the stacks of bedtime reading material in my kids’ rooms. The pages had yellowed a touch, the soft cover was frayed, and my younger brother’s crayon drawings were splashed across a few key pages. But the title was still clear and familiar:
Quite possibly, this book was my first brush with sarcasm. Tongue lodged firmly in its cheek, the book gives tips on how to best handle your new monster pet/friend. It advises you to avoid serving your vampire hot cross buns at dinnertime, but suggests you recruit friends when accommodating his unique diet. Werewolves should not be over-groomed, it claims, as this will turn your ferocious friend into a neutered lapdog. One of the best lines comes as the guide suggests you have help in your monstrous endeavor: “You must know someone who is used to dealing with monsters – how about your teacher?”
Long story short, this children’s book and its approach to exploring unique indivduals made me want to share insights into what I do as a creative. Now, does this mean I believe all creatives are strange little creatures – or worse yet, monsters? Hardly. But one thing is for certain: Those attracted to agency life are a different breed – and those who take on the creative mantle wear that quality like the rarest of scout badges.
So in the coming months, I’ll be exploring the many, practical ways of working with the copywriters, art directors, designers, production artists, and other members of our industry’s creative class. I’d love your help – so send in your thoughts and suggestions. In the meantime, here’s a taste.
Tip #1: Buy your creative some toys. Like a pickaxe and a blacksmith hammer.
Despite the fact that we’ll have tons of fun with a basketball hoop, foosball table or an arsenal of Nerf guns, what a good creative needs is something that helps them dig. That’s because knee-jerk concepts, surface ideas and “eureka moments” rarely lead to the best ideas. Frankly, it’s too easy.
Good creative on any platform certainly starts with those nuggets. But then you’ve got to drop that precious little darling into the crucible and let all the impurities burn away. It must be twisted, shaped and molded into something better. It sounds rough, but as a universe of ideas passes through our collective consciousness every day, the only original, business-changing ideas are developed. Not stumbled upon.
That’s where the rub usually enters like an ex at the chapel on wedding day. This process takes time and a real understanding of the creative process.
So tell me: Is your brand or the brands you serve worth it?
Do you know and love a creative? Share your tips for keeping them healthy, happy and thriving.
Share:
Comments