As our November vacation approaches, we discover ourselves reflecting on the various issues we’re grateful for. As a long-time veteran of the advert enterprise, I’m grateful for the inventive individuals on this business, who breathe life into campaigns and types every day, regardless of ever-changing shopper priorities and difficult financial environments.
Whereas many people account individuals, strategists and media folks are indispensable teammates on this loopy enterprise we’ve chosen, creatives are the guts and soul of our business. They’re the visionaries, the innovators and the problem-solvers who craft compelling tales that captivate customers’ imaginations and drive outcomes for manufacturers. Their resilience and dedication are what make this business flourish.
And within the face of the rising chatter of AI overtaking the inventive course of, I need to take a second to understand what creatives have introduced—and can proceed to carry—to our business.
Resilience, the inventive spirit’s armor
Within the promoting world, resilience is the lifeblood that programs by way of the veins of each inventive skilled. Take into consideration the numerous pitches and ideas that by no means noticed the sunshine of day, the sleepless nights refining concepts and the willpower to face again up after being rejected time after time. These gifted thinkers have the flexibility to bounce again from rejection, adapt to ever-changing traits and proceed to push the boundaries of communication.
But, whereas the very best inventive thinkers have constructed up this resilience—all the time considering there’s one other, higher concept on the market—it’s as much as all of us to carry a wholesome respect for his or her output, even when we don’t prefer it or perhaps even disagree with it. As a result of, as a lot as we attempt to separate “the work” from the one who made it, all of us ought to perceive that the creation is part of them, too. So, earlier than you begin hacking away at an concept, take a breath and perceive the non-public implications of tearing it aside.
The true job of a inventive is problem-solving
Creativity and problem-solving go hand in hand on the earth of promoting. Most creatives see every undertaking as a puzzle ready to be solved, with distinctive challenges that require inventive options. This dedication to problem-solving is what makes creatives so particular.
It’s additionally why they’re so irritated once they’re informed what to do. Once we try this, we’re losing their capacity to have a look at the world by way of a unique lens, discover inspiration in sudden locations and design an answer that solves the issue in a method we could not have thought of.
