The Greatest Barrier to Creativity.
I recently read a great short article on Creative Review where three of the UK’s creative pioneers were asked their view on the greatest barriers to producing creative work. The article interviewed Caroline Pay, Joint Chief Creative Officer of Grey London, Jim Sutherland, founder of Studio Sutherl& and Zia Zareem Slade, Customer experience Director at Fortnum and Mason – representing a great cross section of both client and agency insights.
The one common theme identified by all three interviewees as compromising creativity was “a lack of time”.
Whilst acknowledging that clients today having less money to do a more complex job of marketing and brand building, none-the-less, all three identified that the outcome of this is less budget and less time for creatives to do what they do.
The creative process has never been scientific, and whilst data and strategy provide a valuable framework in which to create, the quality of the creative outcome has always been directly related to the amount of time and space available to explore and, well… create.
Without doubt, the tension that arises from a decrease in time without any decrease in expectation of deliverables (from client, or from ourselves as creators) is one of the greatest challenges we face as a branding agency. We are driven to create brilliant brand work for every client, every time – but as budgets constrict, so-to does the time available to be creative. As we like to say, “the brand is there to serve the business”. Accordingly, the cost of compromise to creativity is born by the brand and the client. Given the multiplier effect brilliant branding has for a business and it’s profitability, it is well worth considering budgeting for a little more time (and creativity) on your next project.
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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You can read the full article on Creative Review here.
Pic courtesy Creative Review.