Creativity in the Marketing World

November 16, 2011

Author Elizabeth Gilbert (of Eat, Pray, Love fame) explains in her fascinating talk about nurturing creativity, that creative ideas or inspiration can (and should) be perceived as coming from an ethereal, intangible source outside individual artists, rather than from within. For writers, poets or any artists who must pull brilliant ideas from thin air and make a living at it, the task can seem daunting—and rightfully so. The pressure to create a piece of unique, captivating, valuable content is one that can drive anyone a little nutty.

What about those whose profession requires them to do this daily, on demand, on budget, and with looming deadlines, usually juggling multiple deadlines and projects? Unfortunately there is no ex-shoe-making night elf to help conjure concepts, finishes, or logos or to write marketing stories; nor is there time to waste waiting and hoping for one. How do the art directors, the designers or the copywriters of the marketing and advertising world not come out with a detrimental degree of anxiety or sickness held in the pits of their stomachs?

Having studied all aspects of the advertising world, the roles that involve copywriting or design have always been the most alluring to me because they so vividly demonstrate the intersection of artistic creativity and strategic business. This alignment has kept me captivated; however, I’ve always wondered to what extent time constraints really affect creativity in the “real world.”

Within an agency, each department typically has an area of expertise—graphic design, editorial etc. At gordongroup, we don’t take lightly the understanding and respect for how various roles intersect and depend on one another in order to meet the ultimate goal of developing and executing creative, tailored marketing solutions.

Though “creatives,” as these people are often called, helm a distinctly difficult task, it is also the responsibility of the agency as a whole to support and foster the creative process; and there is, indeed, a process. Exploring and finding clarity for effective client communication; unearthing insights into challenges by asking the right questions; navigating the field of client expectations; communicating concerns; providing feedback; facilitating the flow of information; setting up a brainstorming session—all these are part of the process. Whether we realize it or not, these are also essential to a project’s success and help nurture the capabilities of the artistic folk beside us.

As the old adage goes: it takes a village to raise a successful creative project…or one seriously dedicated marketing firm.