Feed Your Creative Team
Quality creative can't be rushed--it should be nurtured
By Lois Geller
Last week a potential client came to see us here in Florida. The chairman told us he needed creative for a new e-commerce site and infomercial—and he needed it fast.
"How fast do you need it?" I asked slowly, watching our creative director's newly acquired tan fade before my eyes.
"Three weeks," he said. "I've found that when you press the creative team, you get better work."
Hmm. When did we ever do great creative—fast? Well, we once had to do a subscription mailer in an hour and a half: copy, design, mechanical. It worked pretty well. We wrote a 60-second TV spot in 10 minutes, and it worked. (Don't you love direct? You always find out what works!) So, I guess we can work pretty fast, when we have to. But is it a good idea?
If Einstein had been pressured to work fast, he'd probably have come up with something like this: "The, um, energy thing, you know? I think there's like a weight thing, mass isn't that what we call it? And maybe if we, like, multiplied it by the speed of light times the speed of light. Who really knows? I didn't have time to read the brief, but this seems to have wheels, don't you think?"
Given time, he came up with E=mc2. We may not know what it means, but at least we remember it.
Think It Through
Hemingway once said, "If it's easy to read, that's cause it's writ hard." Indeed, complicated and convoluted half thoughts come out quickly. Simple, complete and persuasive thoughts take time. Creative is better when the people doing it have the time to:
- understand the product, the history, the market and the target audience;
- sift through testimonials;