Feed Your Creative Team
Sure, pressured and fast creative can be OK. But calm and thoughtful can be very good, even great. And since there is a good deal of money riding on the difference, pressuring the creative team does not make much sense.
Here are some other thoughts on the care and feeding of your creative people.
Add An Element of Excitement
John Updike once wrote: "… any activity becomes creative when the doer cares about doing it right, or better."
Who can disagree with that? I've worked at, and with, many agencies, and I've noticed that the best creative—results, not awards—come from writers and art directors who focus, who are excited, and who make the effort to really get into the nuts and bolts of the client's business.
If a creative group is distracted—quibbling, angry, overworked, jealous, whatever—its work will be so-so at best. At one large agency, years ago, we had three different groups working on a TV campaign. One of the groups was comprised of youngsters with just a glimmer of an idea as to how direct response worked, but they were talented, enthusiastic, delighted to be in the running, and their work showed it. They came up with an outstanding idea. It needed work, but the core was theirs. It was breakthrough, great stuff. The other two groups bickered and diddled and never really came up with anything that had a core. It was, well, just OK.
Expose Your Mind to New Ideas
Brains that easily absorb lots of varied and seemingly irrelevant information tend to come up with great creative.
Every really good copywriter I know reads all the time—novels, history, politics, newspapers, magazines, comic books, CD covers. I think it's because everything that's written is ultimately about people; how they think, what motivates them.