We must be bolder
Working in the creative sector allows you to experiment, be adventurous and, above all, be enthusiastic about the work you do. But we also need to be bolder. We need to be proactive, stand out and go out of our comfort zone. And yes, this is easier said than done. Provocative work can be a commercial driver. But it also has a scary outlook. It involves time, money and risk-taking. No wonder so many of us are reluctant to take that very leap. Of course, this is as much about the client’s mindset as it is about the approach of creative agencies. But it is up to us to be braver. To be bold. It is one of those things that is easy to talk about, but harder to execute.
But what does it mean to become bolder?
Courage within creativity takes many forms; striving to find a unique way to solve a problem or express an idea, shifting prejudices within an established market or challenging the demands of your client. But actually, there is no one size fits all when it comes to stepping out of one’s comfort zone.
What steps should we take?
First of all, bold ideas need the right environment to take root and flourish. An important condition to support this is a solid, mutually respectful and creatively tuned relationship between client and agency. The importance of this relationship cannot be overstated. The forces at work that can undermine such efforts are strong. These include lack of time, lack of ambition and lack of empowerment - all reasons to temper ambition, lower one’s sights and take the easy way out.
To give bold ideas the best chance of survival and development, it is worth considering the following:
- Build based on insight, not assumptions
- Integrate customers and users in your creative process
- Challenge your own thinking
- Use techniques that disrupt the traditional thought processes
- Look beyond your current industry
- Remember that great ideas are elastic
What does our ideal look like?
With the rapid increase in the number of channels, it’s become more difficult than ever to stand out. Competitive landscapes have changed and the attention span of consumers is decreasing. This background stimulates and requires bold creativity. Creativity that avoids conventions and excels at mediocrity. Meaningful changes that benefit both the consumer and the environment are the ideal.
Why is it necessary?
The huge saturation of communication that does not ‘interrupt’ the thought process of modern consumers is worrying. While the rewards of changing your strategy, applying disruptive techniques and changing the conversation are great. Embrace them.
Fortunately, there are some great examples of brand owners and agencies who have decided to be brave. By redefining the communication approach within their sector, they have reaped the rewards and seen meaningful change. One of our favourites is Magioni, but there are many examples that show the power of creative ideas that deviate from the norm.
Challenging creativity is always mirrored in commercial success. Understandable, but there is perhaps a greater importance. It will motivate internal teams. It will make them feel part of a brand with a purpose, a brand that is exciting, dynamic and not afraid to make its own mark. An exceptional brand value is our humble opinion. It will give them the feeling that they are part of a brand with a purpose, a brand that is exciting, dynamic and not afraid to make its own mark. And for us as a creative studio, it confirms our reason for being. Inspirational work motivates us and we build on it. Breaking standard thinking patterns and creating exciting and effective work.