creative presentationv3

How to be a creative thinker

Asking a media planner for advice on creativity is a bit like asking a short man for guidance on being tall.

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But no one’s actually asking you to get your crayons out.

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Your job spec doesn’t

necessarily require you to have attended

Central St Martins.

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You’re being asked to see the creative potential of the pieces that have been placed in front of you

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So a proposition for

you to disagree with, should you so wish

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Creative thinking in communications planning is all about cultural awareness

and its ability to drive invention

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So, are you all ready for your courses in typography?

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A short story about some Frenchmen

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“For progressive French youth, the artists of the 90s are fading into legend whilst a new wave of talent is being discovered not on the dancefloor but via the internet. This project should seek to explore the nexus between technology and culture – framing the

emergence of new talent within the context of the old guard”

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6 CITIES100 ARTIST

S5Bn CONTACT

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Creativity should exist through the entirety of the communications task, not as a bolt on, not as fireworks and tinsel

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You may have to broaden your horizons

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So from daybreak tomorrow, you need to start availing yourself of a different kind of popular culture

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Innovation

Inspiration

&

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Now the easy bit.

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Write down the ones you haven’t done before.

Then tick them off over the next few weeks

If it doesn’t improve the way you think, it’ll have cost you about £20, I can’t offer a money-back guarantee...

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1.Read a

Comicbook

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2.Learn about

Arduinos

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3.Watch

Helvetica

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4.Play with

data

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5.Take a trip to

Hackney Wick

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6.Transfer content between devices

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7.Buy

Spotify premium

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8.Subscribe to some tech

feeds

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9.Hangout

with some kids

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10.Set up

meetings with people who

work for tech companies

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And that’s how the media planner becomes a creative thinker – by understanding that they’re asking the wrong questions

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Work Stuff:karl.guard@zenithoptime

dia.com

Job Offers etc.:

karl.guard@gmail.com