Why we still need a diverse media strategy

The article, Social Media plays a large role in how we get news, by Stan Schroeder, states the following: “…the study also shows that very few people nowadays (7%) are getting information from a single media platform. In fact, nearly half of Americans (46%) claim they get news from four to six media platforms on [...]

Part 6 of 6: The bottom line in dealing with creatives

What can you do as an organization, manager, colleague and/or work environment to increase intrinsic task motivation, and decrease the detrimental effects of extrinsic motivation? Increase intrinsic task motivation: Engage team in the project from the start Match individuals/team interests to specific projects Provided freedom on how creatives like to work Leverage multi-skilled, diverse teams [...]

Part 5 of 6: Creative Outcomes

Can you predict a project outcome based on the level of skills of those working on the project? Consider the following scenarios: Producing a predictable response is quicker and costs the client less in terms of time spent. But where does a predictable idea get you? Not too far. It doesn’t serve the client nor [...]

Part 4 of 6: Framework of Creativity

In a typical agency, a project follows these steps: Identifying the job – what challenge are we trying to solve Preparation/Research – do we have the info to proceed Generating Ideas – have we minimized negative constraints Validating your ideas – does the idea jive with what we know Outcome – are you finished or [...]

Part 3 of 6: The Anatomy of Creativity

Creativity, or the ability to come up with great ideas, comprises 3 elements: Domain expertise includes knowledge about the subject/client you are working with, and technical skills in your particular craft. This often depends on the cognitive, perceptual and motor abilities that you were born with, combined with the formal and informal education you have [...]

Part 2 of 6: What is creativity?

We spend most of our lives in secondary process thought. This is a state of high cortical arousal, where the brain is excited. This mode of thought helps us with everyday reality, and with dealing with both the logical and the abstract. It’s what we apply to our ideas to determine if they will work. [...]

What’s the deal with creative people – part 1 of 6

Part 1 – Introduction This 6-part series will explore creative people, creativity and how best to manage both in the workplace. Ask almost anyone in the ad biz about creatives and they’ll be quick to tell you that they are a breed onto themselves. I would have to agree. After all, I am one and [...]