Urban Element has four highly creative designers and a team that works hard to achieve inspiring marketing ideas; creating brands and making websites that work harder for our clients. But within a busy web design agency how can we make sure we are continually remaining at our creative best for our clients?
How do we turn a client’s brief into creative genius?
Last week we sent Mark our Senior Designer and Paul our Online Marketing Specialist to London’s Olympia for Marketing Week Live, where they attended many seminars including ‘How to get the best from your agency’ by Phil Rumbol from 101, who was Marketing Director at Cadbury for a time.
His talk was about inspiring teams by nurturing their creativity, sharing philosophy, ambition and accountability – explaining that clients and agencies need to work together, “Creativity is a fragile thing“, and the briefing process should be careful to harness and encourage creativity.
5 principles for nurturing creativity in an agency
1. Creativity is a team sport.
2. Start with an inspirational positioning.
3. Creative briefs should guide teams in general directions but should not limit their ability to be creative. A brief should be a compass that points to a direction but gives the team a large space to work within.
4. “Listen to the song before you read the lyrics“. View a piece of work the way your audience does, by gut reaction. Audience members don’t dissect your creative work. This is a good way of achieving number 5..
5. Create a protective space for ‘the artists’ to be creative away from dissection.
Rumbol was able to put his argument for freedom of creativity into context by presenting slides about the creation of the Cadbury’s famous 2007 Dairy Milk advert of the Gorilla playing the drums to Phil Collins’ In the Air Tonight. He explained the thought process behind the ad and how the ad makes you feel.
“Feeling” was the key selling point he was given in the brief . “I wanted the ad to be as enjoyable to ‘consume’ as a bar of Cadbury’s Chocolate is.“ Rumbol had to convince the CEO to go with an approach that was quiet a contrast from what they had created previously. But the advert was a runaway success.
If you have a branding or online marketing project that needs creativity, functionality and a comprehensive team to deliver it then get in touch, and let your brief point us in the right direction!
We can’t end this blog without giving you the opportunity to revisit that amazing advert. Enjoy.
A results driven, self-motivated and resourceful director with a proven ability to develop and strengthen client relationships. With 14 years marketing experience Jon’s main focus is to ensure clients receive return on investment from their online investment. Jon has excellent people skills and possesses the valuable ability to explain technically-complex subjects and make them comprehensible.