The Creativity Spigot

It always amazes me how misunderstood the creative staff is at most agencies. Management's often peeved when creative staff straggles into the office at 9:30 in the morning.

Making the most of tough strategic challenges,
creatives are Sisyphus redefined. 

Where were they when the art directors and writers were shutting down their computers at 10:30pm? Or when the entire weekend was devoted to completing an assignment due first thing Monday morning? Usually, the copy deck was written by 5:30pm on Friday, but the finessing of the design and creation of illustrations takes hours of experimenting. It has gotta pop!

I am not writing a gripe here but pointing out a fundamental fact most "suits" don't get about their creative staff. They are addicted to the creative process, the buzz of great ideas resulting in copy, typography, photography and illustration that can push your buttons. Creatives handle an addictive and fragile commodity—the lifeblood of the agency.

They work extraordinary hours, give up weekends and push their comfort zone to deliver great solutions. The money often doesn't match the hours sacrificed in the quest of excellence.

Creativity is simply not on tap like in some Microsoft template library. It is unique, a creative team that produces thoughtful solutions is a beautiful thing. Give that resource the room it needs to grow. 

Not everyone has the stamina to create three fully fleshed out concepts. Appreciate the effort your people go through to get great viable concepts. Encourage the flowering of creative teams by honoring their idiosyncratic process.

Support your creative teams, don't alienate them. An agency that celebrates the creative process ultimately fosters growth in all of its endeavors. It's that simple.

g.a.

© Copyright 2009    Guy Arceneaux      All rights reserved