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Stop talking like an encounter group brochure, first of all.
Put that book down. Set aside all of your thoughts about advertising, branding, etc. But Ed Catmull's Creativity Inc. observe how he talks about the team structure and methodology used in creating team atmospheres. Even though he is approaching this from the perspective of an Animation studio, what he discusses can drive a framework for a more effective approach to advertising.
Embrace play. Embrace more conversations about anything and everything outside of advertising. Listen to everyone whether they are above or below you without bias. Live by the phrase "we are the music makers and we are the dreamers of dreams".
Although I am not in a position of leadership, I stand by my opinion that we, as practitioners of the sacred art of ad making, need to stop taking ourselves seriously and just have fun. Take more risks. Make more mistakes. Throw, some, caution to the wind and strive to make work that you'd actually like to see in real life.
My practice is to study success in adjacent art forms of film and music, then weave what I can learn from titans in those spaces into my approach. I think approaches to generating peak creativity are a universal skill in that regard.
I’ve studied Rick Rubin and how he seems to draw evolution and growth out of every musical artist he works with…the Showtime doc “Shangri La” is a great piece on this.
I’ve studied how Christopher Nolan works on film sets; loose, open to experimentation, and making space for talent to act on their instincts. And contrasted that with David Fincher who knows exactly what he wants from the start and works until it presents itself.
Still waiting on my account title to update but I’ve been ACD level for over a year now, and mentored some junior teams as a Senior. Often, I think it’s about chipping away until you find that space a creative or team is really excited about, and simply giving them permission to go there.
Also, I think a lot of creatives can feel pressure to precisely hit the brief, or people please the account team. Often this is driven by a desire to just get work off their desk if they’re overwhelmed. We always gotta remind them their job is to bring what only they can bring to the table.
That means not self-filtering that weird insight or crazy idea for fear of falling out of favor with non-creatives, or “seeming crazy,” or because they aren’t sure how to make it happen.
I think an environment that pushes people to those outer edges is one that will present ideas from those outer edges to the client, and honestly try to make them happen.