By far the most striking one-liner of the day was this one: the creative hates brainstorms. Yes, you read that right. I didn't see it coming either. The belief is as follows: the best ideas are not conceived during brainstorms, but rather arise from the mind of one person. There are even scientific studies that confirm this. Where my first reaction was mainly surprise, I was then mainly curious where this came from. And that made sense.
The best ideas are not conceived during brainstorming sessions, but rather emerge from the mind of one person.
A brainstorming session does not start with a brilliant idea, but with pure nonsense. Absurd, insane, lame, funny and at first sight worthless ideas. Ideas that you preferably do not share within the walls of the office. And certainly not under the watchful eye of your manager. Because: you have to go to work tomorrow. In order to express all those nonsense ideas, one thing is necessary: you need an environment in which you can trust each other completely – and I mean completely. Otherwise you remain on the surface and ultimately you do not get to the core: where the very best ideas are born.
Take away
These were them: 7 lessons that will take your collaboration with creatives and agencies straight to the next level . By taking a look into the creative minds of the biggest advertising heroes. I want to share one last case with you. It is a case that Johan Kramer still describes to this day as a sublime example of excellent collaboration between agency and client.
Tell me all your dreams. I’ll listen to your jokes. Surprise me. Amaze me. Intrigue me. My name is BEN. And I love people. I’m a new company, starting tomorrow. And I thought it would be japan phone number list nice to introduce myself to you – in my own words.
It was 3 February 1999 at 20:00. A hitherto unprecedented advertising stunt took place. Do you remember? It was the moment of the launch of BEN. A new mobile operator that introduced itself to the entire country with a unique TV commercial. Simultaneously on all Dutch TV channels.
The ambitions were high. Time was limited. The drive to make it a success together was enormous. The small team behind BEN knew: we can't do it alone, but together we can get the job done. And so they and the agency made a pact. They became partners in crime.
The shared interest? BEN wanted a smashing launch of the brand. The agency had a reputation to uphold. They both wanted to get the most out of it. And that resonated in everything they did.
Bottom line : everyone was at their best, because everyone felt involved. Connected with what had to happen. There was mutual communication, inspiration and thinking outside the box.