How many times have you heard a creative director say this? “It could come from the accountant,” they add, “or the receptionist. Or even the media department.” As but a lowly suit, may I say we are humbled by your conviction, m’Lord.
How can these people contribute to idea generation when they aren’t invited to concept in the hallowed grounds of the creative department, the land of lego figures and Nerf basketball?
Here at Copeland, we don’t just pay this idea lip service. For many campaigns, we host company-wide brainstorms. Sometimes our clients join us. It’s really something, watching an idea evolve as it bounces around the boardroom table like a (Nerf) volleyball. In the end, the best ideas come not from anyone but everyone – each person polishing or contributing one part of it. Through these experiences, you learn a lot about what makes an idea good, or a good idea better. Internal reviews become redundant, as you’ve seen already how the creative brief has become the creative strategy and finally the concept. You have probably even contributed to it.