Claiming to have a creative bent is easy. It's much harder to parlay creative thinking into practical forms that advance strategic priorities. I know, I know -- many creative communication professionals will howl against having parameters. They'll want their "creative freedom," and their "unique ideas" accomplished their way. It's this kind of thinking that gives us copywriting/concept creating types the spoiled-child persona that business executives find annoying and leads to a "me" vs. "them" work relationship that just doesn't get the job done.
I'm a lucky guy. I've been blessed with a creative mind that also veers naturally into the logical world. So when I take on a creative assignment, I don't just go away and be creative and come back later with ideas. I demand information first. I want to know the background and the intended outcome. I want to know the psychology of the intended audience and the logic behind the product or service. One of the ad gurus I've studied once said "It isn't creative if it doesn't sell," and that's the difference between any creative approach and the best creative execution. It's also the difference between someone who's creating out of a self-centric need to "be creative" and someone who's using their creative-side brain to deliver an instant, understandable and memorable communication connection. Yeah, advertising and marketing communication is an art .... but it's also a science.
Remember that next time you see a TV commercial that you talk about with your friends or colleagues: If you remember the commercial and not the product benefits or company name or purpose, the commercial delivered the "creative" aspect but missed the "communication" imperative. Give your creative execution people room to play, innovate, and wonder "what if." Give yourself room to explore their world, but work with them as a partner so they can see yours.
Good thoughts, Michael. I remember learning the term "tip-over" in advertising - the point at which the message is lost in the wow factor. They were talking about sex selling, but it can be sexy special effects or simply an oingo-boingo concept; if the message is lost in how it's delivered, it's a failure.
ReplyDeleteAs someone who has been a creative gun for hire for 30+ years, I agree with much of what you said, but would question the use of the "self-centric" tag for those who create apart from an assignment, as that sounds rather like condescension. Being made in the image of a Creator, the urge to create is legitimate, whether in serving someone else's purpose, or following a deep need to create.
On the other hand, if you're talking about being a creative prima donna, not a team player who simply wants to exercise their creative impulses within the framework of the commercial process, in disregard of the goal, then I'm with you.
Myself, I like creative ping-pong - knocking ideas back and forth - the synergy of collaboration. I agree with you that parameters can, and often do, generate stronger creative solutions.