360DigitalInfluence

So I was just having a bit of a muse. Working in an agency that has its roots in advertising, and what every advertiser holds in very high regard, creativity. And the product of that creativity is the very excellent ads that sometimes come our way. They’re funny, emotional, engaging, they evoke a sort of response from us to sit up and take notice.

There’s also creative content, like art, mixed media, professional content and it looks a certain way, in fact, it kind of ‘looks creative’.

But here’s where I start thinking about creativity. It’s the ability to offer a solution to a problem when resources are meager.

It’s a different kind of creativity that’s needed. With increasing technology, and lower barriers to entry in mastering the tools (like Photoshop, Final Cut Pro, Blogging, Social Media.. etc) Many more people are producing something of the same. It might have a different set of clothes, but essentially some ideas are pretty much alike.

You’ve gone for a hundred and one events, read thousands of reviews, pieces of news.. they talk about different things, but the form almost remains the same.

So when i say meager resources, it’s not just because we don’t have access to certain tools, but the professionalism of wielding those tools has become diluted.

Because of that, the sandbox of coming up with something really creative has become smaller. Think of it as having a sandbox, but you now have more people playing in that same sandbox as you.

So I challenge you, try to stand out, do something different. You have ‘less’ sand to play with now, how are you going to communicate your messages clearly and creatively, so that it sticks?