Who Crushed Your Creativity?

Who Crushed Your Creativity?

January 29, 2016

Allien G Moore is the Founder of Ad Asia and an award winning creative director. He was also the ex-president of Singapore Creative awards, Designers Association of Singapore. In his session on creativity at Commward he shares quick guides to creativity for marketers.

2 heads are better than one but you need to talk; you need to have a meaningful conversation’’

There are 3 important things in a marketer’s life:
Creative Bubble
• Imagination
• Confidence

Life is not a black and white one. There has to be color splash in it. Marketers should target that and for that you need to bring in your creativity and innovation.

But where did the creativity go?

Kids are naturally creative; they play with sands and bricks and builds things. However as they grow up in schools and colleges they are made to sit on benches, rules, regulations and norms are imposed on them and the creativity in them slowly begin to decline. And after that, as they enter into the cubicle office culture, their creativity declines further to a critical state. They become slaves to a routine world. Creativity goes away as soon as the freedom of thoughts is lost.

Read Also: Death of the Creative Genius

Creativity is very important in the sense that it is the building block of innovation and fruitful communication. Thus creativity can lead to a meaningful nation which rides on the cycle of innovation. So, to regenerate the creativity one can follow the following guidelines and techniques:

10 Minutes to Creativity

  • Draw on Life Experiences. Bring in the colors of life in your works. Find out what people feel. Develop an emotional attachment of the brands with the people.
  • Go read a book, read a novel. Novels attach you to the characters’ lives. This will help you to have an insight.
    Fall in love, explore the emotions.
  • Don’t waste time. It runs out eventually. Keep Exploring. Look at the market researches. Tap into the experiences of friends and families. And read articles on branding product category.
  • View Competitor’s ads. Review the past ads. Often good ideas are buried in the old copies.
  • Don’t be satisfied with the first idea. While writing headlines, write at least 100 lines. This might actually be more than what number of lines you might require to arrive at a great idea; but the question is, how do you know that, headline no. 25 is a great idea?. So, keep moving.
  • You can’t stop too soon. You need to have patience— putting it altogether.
  • Fewer Jigsaws and More Quilts. Try to solve the puzzle and see where it takes you. The more you join up the pieces, the more you will be able to see the big picture.
  • Blend Ideas. May be there is not anything left to create or maybe there are only few things left to create. So, for the ideas, you need to add them up, stitch them together. This way you will get the new ideas. Repackage the ideas into something you really want to have.
  • How this idea is best expressed? Be media neutral. Understand the opportunities and restrictions. What works for twitter might not work in the same way for Facebook and Youtube.
  • Relax. Marketers need to fill the world with ideas. So, lie down and relax. One of the main things about an idea is to go sit somewhere and write it down. Relaxation is the state where ideas start to mature. So, it’s very important to have that time to rest for the marketing people. It can be called as “Creative Retreat.”
  • Your last idea might not be the best idea. So, thrive continuously and have a partner who will criticize you and judge you objectively. Be open to these constructive criticisms. Don’t be egotistical.

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