Creativity belongs to everyone

In creative industries we like to put people in boxes. Planner. Strategist. Client handler. Researcher. Creative…… but the life blood of any agency is the ability to curate and empower creativity. And creativity really can come from anywhere. So if you pigeonhole people then you are way less likely to get the best ideas 💡.

The award winning break through work really comes when everyone is helping to create the ideas. When there is a permission to contribute, to offer an opinion, to push the boundaries, people from all parts of the business feel empowered to create. And this really makes a difference.

In any walk of life, but especially in agency life, there is no sole owner of creativity. In fact, creatives who are the most successful are those who can connect with others and allow others to grow through the creative process.

Having spent my professional life as a lobbyist and then a corporate reputation specialist, it would be easy for some people to consider me as more sober than creative! But that totally fails to understand what creativity actually is, and as said previously how it can come from any walk of life.

I’ve spent 26 years involved in baton twirling, first as an athlete, then a coach and judge. One of the things I get most joy out of is choreographing new programmes for talented athletes. From choosing the music, to selecting the moves, to advising on the costume, I love every moment of the process. But the most joy I get is when I see the final performance on the competition floor. Why? Because that is when you see the athlete bring their own style, character, and performance to the creation. It is when you see their creativity come to life. It is when the partnership you’ve formed, the trust you’ve built, comes to fruition in the creative process.

The two clips I’ve selected to share below are of a 12 year old Eilidh Francis performing ‘Little Bird’ in 2015, and a 13 year old Abbie Davidson performing ‘Peter Pan’ earlier this year. They might be young, but their creativity is absolutely wonderful to see, and I’m so proud to play a part in their twirling careers alongside their coach Sarah and their mums Audrey and Haley.

Little Bird:

Peter Pan:

 

Creativity is a powerful tool to engage and develop people of all skills and backgrounds. Inspiration can come from anywhere. If creativity exists in a vacuum it is useless, because creativity belongs to everyone.

That tingling feeling

We’ve got a huge pitch today. A global team has been working on it for a month. Blood. Sweat. Tears. Love. Laughter. And a million deck changes….. Agonising over ever word, every image, how to start, and how to finish. 

I wish when I had started my career I’d kept count of how many pitches I’ve done. Like a midwife keeps count of babies delivered! How many wins. How many losses. How many where the client seemed to disappear and we never even got a result. 

I could have wrote a book. The chapter about the one where we had the wrong company name throughout the deck and didn’t notice until the CFO pointed it out to us (the shame). The one where every client in the room was on their blackberry from beginning to end (and we won – go figure). The one where we got a standing ovation (and lost). The one where we got the start so wrong we just closed the laptop and continued freestyle (we won!). The one where we pitched in February, thought it had gone dead, but got a call in November to say we had won. The one where we went to the wrong address and ended up over an hour late…. we didn’t even get to do our presentation. 

Every pitch team, everywhere in the world has a story to tell. For me, the most important thing is the team spirit, the fun, the creative. It’s the process of putting together our masterpiece and then giving it all we’ve got when it is showtime. You always learn something new in a pitch. So it’s never wasted time. 

This morning I’ve got that tingling feeling. I’m excited. I can’t wait to share our thinking, our ideas, but most of all I can’t wait to show off about the team. One of the best I’ve ever worked with. 

The tingling feeling is the best. It means we are ready. It means we have enough juice in the tank to smash it in the room. It means we are going to give it our best shot, and who can ask for more than that? Wish us luck.