I’m working on a seminar that I’ll be sharing with clients and staff from Kellett Communications in Yellowknife next week (along with Chris Burdge or b_west on Twitter) and I’ve been doing a lot of reading on where the great creative minds find their inspiration.
While many attribute the golden moments to individual perseverance through hard work, digging deep, doing the research, being aware of one’s feelings etc., a welcome common thread is the power of collaboration.
Contemporary culture is rife with examples of the whole being greater than the sum of the parts.
Think of popular music and the rise of the band, or writing duo. Would Mick Jagger or Keith Richards have amounted to anything on their own without their antagonistic muse to push and cajole them to greatness?
When news broke of Jagger’s intention to break from the band and record his third solo album, a frustrated and infuriated Richards, who believed in the sanctity of their partnership, hastily sent his own solo effort into the market. The first single “You Don’t Move Me” contained this priceless dig at Jagger’s commercial and critical failure as a solo artist.
“Now you want to throw the dice, you already crapped out twice.”
Evidently competition is a powerful thruster in the engine of creativity.
Advertising has given the world the art director/copywriter tandem – the so-called right brain/left brain perpetual children of our business.
But even that once inviolate partnership is giving way to larger group hugs. No sane agency person believes anymore that creativity only lives where the black turtlenecks hang out. So there has been a healthy mucking up of skill sets – from media to brand specialists to strategic planners, even clients – in larger and more frequent creative free-for-alls throughout the lifecycle of a job.
It’s healthy for the players and good for the ideas.
I think Keef would agree.