At Golley Slater, we believe the most creative, effective campaigns come from original thinking.
Last week, our Head of Planning, Angharad Thomas, traveled with a few other members of the Golley Slater Cardiff team, to Budapest. They were attending the ICOM 2017 EMEA Regional Meeting – a four day conference with the aim of bringing a host of global independent agencies together to share experiences and collaborate on solving industry challenges.
Here on the blog, Angharad shares her thoughts.
The ICOM 2017 EMEA Regional Meeting was an opportunity to catch up with fascinating colleagues from around the world in a beautiful city. We were an eclectic bunch; some had driven ‘down the road’ from Slovenia, others had taken a 12 hour flight from Chicago. Some had set off a week earlier from Uganda, whilst others were feeling lucky to make it at all, given that storms Irma and Maria had done their best to get in the way.
Things we learned from time with our ICOM colleagues:
As well as stocking up on lots of trivia, the course was an incredible insight into how other agencies are inspiring people to do their best creative work.
A talk by Mindscapes’ Ravid Kuperberg, was particularly inspiring in this regard. He argued that creativity isn’t an ephemeral talent that’s impossible to teach and possessed by only a select few, but rather a simple system of operating. His talk was geared towards offering guidance during those moments that creative people dread: when they’re in the dark room, waiting to stumble upon that illuminating idea.
Though our brain is our biggest creative asset, it can also be our worst enemy; it’s a creature of habit, it can get stuck in set, familiar ways of doing things. In order to keep our minds creatively active (and keep offering fresh solutions to client problems) we often need the help of structured tools. Rather than being inhibiting or formulaic, these tools will help us take the first steps to the creative idea and help us to think of problems from new angles.
Angharad Thomas, Head of Planning