Have you ever been in a presentation and noticed that the often-heard expression “Now that’s creative!” can be really ambiguous? I’d say it’s an expression that usually announces bad news. The creativity of ideas has ceased to be the point of it all. Because if creativity is your main focus, you end up in an endless discussion full of subjectivities. “Now that’s creative!” usually means:
1) it can’t be made,
2) it’s very expensive,
3) it’s not in line with the current strategy,
4) it’s unrealistic or
5) it’s just plain weird.
The times when creatives ruled, are now well behind us. By now, clients usually choose the less creative ideas. I can’t blame them. Because if I look at my daily work, it’s clear to me that the most creative ideas are not automatically the most effective. Ideas that are less creative, usually fit reality easier and that’s definitely a plus; we’re in it for the clarity and the persuasion. We allow our clients to participate in the process, even in a concept presentation. We don’t want that huge, walled-in presentation of ideas on large screens — because such a presentation wants to be untouchable instead of coming down from the ivory tower of creativity to the ground floor, where real life is. True or true?
‘Harriet is a die-hard brand professional, professional, precise and dedicated. Apart from that she is a true pleasure to work with, in times of tight deadlines she keeps calm and brings in a good sense of humor!’
‘Martin Vesseur. Both an artist and a dedicated professional copywriter. His ideas are exciting. His words are spot on. He charms through his commitment and excitement for ideas that work. It’s a great reassurance to have Martin in the rolodex for whenever urgent extra creative leadership is required.’
‘Vibes for your Brand is creative, surprising and reliable. More than that: the understand the interaction between people and you can see that in their work for brands. They came up with our name Switch to Silence and that says something about their ability to understand what we’e doing and who we want to reach. […]