Albert Einstein called creativity “intelligence having fun.” He also claimed that creativity is “contagious,” which it is. Most beautifully, Einstein said “creativity is seeing what others see and thinking what no one else has ever thought.” As leaders in advertising and marketing, that’s what we’re called to do. For ourselves and most certainly for the benefit of our clients. It’s easy to understand the importance of creativity for the latter. But too often, we overlook the crucial role creativity plays in the internal mechanism that makes our agencies run. Last month, we looked at safety as the first building block for any great company culture. In this post, we’re looking at creativity and the explosive potential it makes possible.
Sparks can come from anywhere.
There are few things in the world of advertising more exhilarating than coming up with a great idea. Singles and doubles feel good. The occasional triple will have you beaming for a week. But when lightning strikes? When you come up with that career, or agency-defining grand slam “big idea”? There’s nothing better or more validating. So why is it in the ad agency business (and so often to our extreme detriment), do we relegate “big ideas” and the “creative” exclusively to those in the creative department? That’s all kinds of wrong. It’s understandable, but wrong.
Clearly, in every company’s division of labor, creative thinking should come from the creative department. But for companies with great cultures (and challenger brands especially), creative thinking doesn’t stop at the edge of the creative department. That’s the unlocking move that sets them apart.