You can’t own creativity. It owns you.
January 3, 2011
I find it fascinating how many people who call themselves “creatives” spend a lot of effort defending their ownership of creativity and subsequently, their value within it. After spending two decades of creative education and professional experience from a BFA in Graphic Design to Designer, Art Director, Creative Director and Creative Educator, I’ve realized the approach of defending the subjectivity of the creative process and who has the rights to it is futile.
It seems that the evolution of creative ideation and collaboration has some running scared. The concept of joining forces with the consumer, client and the “suits” of an agency to develop strategies and medias designed to communicate in new ways is arguably the sign of the creative apocalypse. It also appears that the ability to conceive ideas and execute and evoke engaging conversations with consumers to uncover honest brands with believable products are only left for a gifted few.
Now, before I get shunned from the creative community, let me clarify. I’m not talking about the creative capabilities of talented artists trained and educated to execute and produce these ideas with the latest technologic tools of the trade – that can be victoriously argued. I’m simply suggesting that today it is time to evolve the belief that creativity, the use of imagination, isn’t for everyone. Creativity can be birthed from anywhere by anyone. I’m not saying that it will be, but that it CAN be – the idea that opportunities presented are possible.
To prove this is a global issue, about a month ago an article, who’s author will remain anonymous, was posted on an online creative professional community called Linkedin titled, “Should we have Creative Departments in the 21st century? Our Creative Director, would kill me if he read this, but surely the whole agency (including client and consumer) is creative now?” Started by a CEO of a London based ad agency. It’s also important to note that the Creative Director mentioned here is quite possibly the alter ego of the CEO and author of this article. After 203 comments, it was enough to warrant me writing this new post.
I think it’s worth sharing a few of those comments, who’s authors will also be anonymous, to frame the calamity that presents us. The conversations between these Creative Directors, CEOs, Writers, Designers, Account Execs and at times clients epitomizes the idea that ownership of creativity and it’s process is in fact coveted. First, a few who are really defensive:
“Asking a questions like that in this forum is really only going to start an argument in my opinion. Most creatives do so much more than generate just ‘ideas’ – the same ideas that you go on to take the plaudits for in meetings and in the end sell to clients to create revenue. Have a little more respect for others trades and skills and they might have a little more for yours.” –Anonymous Creative Director
Who says Client and Consumer are creative, the Client and Consumer? If Client and Consumer are creative why stop at the creative department lets just close the doors and all walk away! Advertising need not exist, your talking about an entirely new industry which basically sounds a bit like a dictatorship to me. Client “Lets make that logo even bigger now that we’ve increase the headline and body copy it’s getting a bit lost.” Mac Operator “Oh what a brilliant idea, how creative you are, lets not worry about your USP the logos much more important.” I’ve got a better idea, lets loose all the suits.” –Anonymous Creative Director
“The idea that “everyone is a creative” is just a further devaluation of what creatives do. There is a lot of that going on. Acct execs who are creative are a blessing. Acct execs who think they’re CREATIVES are not. I have respect for any and all co-workers who do their job, let me do mine and understand that we’re all pulling oars on the same galley.” Anonymous Art Director/Writer
“Funny how people always admire to be creative, I don’t blame them we are lucky! I would hate it if I was a suit man, and I would hate it more if I don’t create. After all what’s in and idea if it is not executed and polished by the creative people. Would you let anybody operate on you other than a professional Surgeon? Enough said, let’s all work together and be happy. Amen.”–Anonymous Creative Director
And now a few post from those who are trying to suggest a new perspective:
“Only if all other departments involving passion, study, and intensity continue to exist, then, for the sake of fairness if for no other, of course we should(get rid of the creative dept.). That’s the cool part! And everyone is certainly creative. That’s the coolest part!” Anonymous Designer/Illustrator
“The ability to work as a team and respect everyones ability to contribute within their area of expertise is the key answer to this question. At all levels, in all departments. Yes, lord knows even accountants can be “creative”. See it for what it is and let it breathe.”–Anonymous Creative Director
“Why do these barriers and pigeonholes exist? I’m CEO of our agency but i’ve always seen my role as listening out for the germ of an idea in everyday conversation, perhaps in a brainstorm, that can form the basis of a great campaign. Because these throwaway comments come from real people, if they’re used as the basis for a creative campaign, they’re much more likely to mean something to the people they’re aimed at, precisely because they’re from real experience and not an advertising cliche or formula thought up and developed in a room where an art director faces a copywriter. Ideas can come from anywhere and now can be spread by almost anything. We’re all creative and my advice is: use your ears. The answer you’re looking for is being spoken somewhere right now”–Anonymous CEO of ad agency and author of the original post
On a final note, I would like to include this comment:
“PS Crowd-sourcing is the lazy man’s/woman’s answer to creative development. As Henry Ford once said, “If I had asked Americans what they wanted, they would have said a faster horse.” – Anonymous President of an ad agency
This last statement I think is the most fearful of all. It also has some validity in claiming that fear. Crowdsourcing is a new term on an old idea…brainstorming. The only difference is that the later is more believably trustworthy. Why? Because it is consistently controlled more effectively based on years of an experienced process. The wrongful thinking that crowdsourcing can save time and money is also why it is a threat to creatives everywhere. On the contrary, this process can actually be done successfully. The trick is the answer to this entire blog post’s debate.
I agree that everyone has the potential to be creative. AND we should always allow for that creativity, especially when it comes to engagement and communication strategies with mobile, guerilla and social initiatives. However, not everyone that has a creative idea can make great decisions on what to do with them. Creative leaders bridge planning and strategy into creative executions with their teams. Experience pays off in this area.
What assets do designers and creative writers have that can benefit the agency? Adhering to the science of a creative process, understanding composition and design is a learned skill. Not to mention the countless hours of time spent using the tools of a creative artist/designer. If you aren’t confident with your value within the creative process, it might mean you need to focus on some personal growth and change that perspective.
It’s the idea that everyone has the “potential to be creative” is what we have to be open to. You never know where a great idea will be birthed. Claiming ownership to “creativity” in that sense is a missed opportunity. I admit, this takes a special environment free of egos and respect to the talents of everyone to do their specific jobs aligned with their skill-sets.
Today’s conversations about brands are bigger than ads and scripts. Embracing today’s social technology and the evolving contributing personalities that will develop and collaborate with trained creative professionals is the key to new generations of consumers who will embrace brands that are transparent and honest about their products and services. Am I suggesting an advertising and marketing utopia? Not really, it’s the way we should have been doing it all along. Is this kind of change to much to ask? Will our creative ownership continue to be threatened by change and new ideals and the need to control outcomes that were never meant to be controlled by anyone in the first place? Yes. This isn’t a new argument, but hopefully it is a new perspective.
Parallel Action – how you move.
February 27, 2010
Think about what happens when you work in a linear fashion – you wait right? Most process models are designed so that “B” can’t start until “A” is finished. This makes getting from A to Z time consuming, not to mention – it leaves no room for exploration, experimentation and failure. Wait, failure? Yes. Failures in a process are necessary for evolving an idea and even starting over if needed. “Parallel action” allows for these steps to occur and is the difference between work that is good or work that is great.
This type of thinking isn’t relatively new. Edward DeBono (one of the world’s leading thinkers about thinking, and founder of “The six thinking hats”) says this about “parallel thinking“:
“Parallel Thinking is not about philosophy but about the practical thinking required to get things done.
For two and a half thousand years we have followed the thinking system designed by the Greek philosophers Socrates, Plato and Aristotle, based on analysis, judgment and argument. Is this traditional thinking sufficient today? The old boxes are no longer adequate to cope with today’s rapidly changing world. So judgment and argument can no longer solve problems or move us forward. We need to switch from judgment to design. How can we design forward from ‘parallel possibilities’?
– Accept possibilities without judging and lay them down in parallel
– Accept both sides of a contradiction and lay them down in parallel
– Then design forward from parallel possibilities”
– Edward DeBono
So what’s the difference between “parallel thinking” and “parallel action”? It’s the “action” part? Seriously, there are times you can improve a project just by moving it forward – working at the same pace as others within a process. It’s far better to share what has been developed, allowing for movement instead of waiting until others are finished with their role in that process. This requires more communication and constant feedback, thus everyone moves in parallel.
Here’s the trick. There is a reason for order within a process. It maintains integrity of key components like research, insights and ensures deadlines are met. So there still needs to be certain “linear actions” taking place. It’s like parallel action taking place while linear movement still exists. If this sounds like chaos it could be, but only if you’re in the wrong mindset.
Creativity is difficult if your intentions are to create something great – something unique. It’s why some people refer to the creative process as a “science”. It’s definitely, if done correctly, not subjective. It takes effort and commitment in it’s communication and sharing of information. This process also demands respect and real collaboration with those involved. Being able to say, “Your idea is better than mine” means dropping egos and playing with a humble attitude. Hilman Curtis, an artist well known for creative process states:
On Fire.
February 6, 2010
I tend to watch programs on the Discovery channel. I think it’s because the commentary is inviting and not harsh like the news or most TV drama shows. The other evening I was engrossed in a show I usually watch called, “The Naked Planet” that was explaining how a meteor enters the earth’s atmosphere and it’s impact on the planet’s surface. What I discovered was that meteors, in this manor, behave almost like the mind when developing creative ideas.
A meteor is a piece of rock or ice that travels in space which is pulled by the gravity of a nearby planet or moon. It becomes incandescent as a result of friction and appears as a streak of light as it enters the atmosphere of that planet or moon. See what you can learn from watching the Discovery Channel? So how does this relate to the creative process? The answer lies in what happens to the rock and ice as it travels to the surface .
This meteor gets really hot as it fights the atmosphere of earth traveling at thousands of miles an hour. It pushes through the gases of space and it compresses the air so tight that the heat literally peels away the material from the meteor and it burns away, thus causing the trail of light that we usually see. Since childhood we refer to these as “falling stars”. That sounds much better than a burning rock traveling at blistering speeds headed right for your backyard.
The most important part of what happens to the meteor is that it ends up being a fraction of its original mass and sometimes is nothing more than a pebble before it reaches its destination. Now plant this image I just painted for you in your head and think about the creative process. As you develop ideas you get excited about them, you get fired up, and then you start to peel off the layers of that idea until it becomes this nugget of creativity of unmeasurable power.
Finally, this meteor – even the size of a pebble – hits its destination with such impact that would destroy entire cities. Think about that. A huge idea, narrowed down to a powerful creation, on target, on strategy, reaching its audience with such an impact that causes a result that is so explosive that everyone notices. That, my friends, is called an idea on fire.
And why would you want to stop that?
