The BIG idea.
How many times a year are you asked to deliver one? Something ownable. Never been done before. Out of the box. Bigger than Movember/Christmas Miracle/Ice Bucket/Like a Girl combined. On a shoestring budget. In ten days.
Sound familiar?
Under ideal circumstances, being creative is a daunting challenge. It requires a clear understanding of the business problem. The necessary background information to understand all critical circumstances. Precise clarity on what needs to be achieved to classify the endeavour as a success. Time to ideate, collaborate, and evaluate various options. Talent from diverse backgrounds and experiences.
If those conditions exist in your world on a daily basis, you should safeguard them at all costs. More than likely only some exist. You’re not alone. Which is precisely why we decided to dedicate Day II of CSFX16 to Creativity.
The day will be hosted by T1’s award-winning Chief Creative Officer, and one of my key business partners, Graham Lee. Graham and his creative team at T1 are mission critical to ensuring that we develop ideas that scale to build business for our clients. Ideas are the most valuable currency in our industry, and your ability to create, or access creativity, is directly linked to your organization’s market worth. Graham will headline an all-star cast guaranteed to fill your mind with provoking concepts.
We’ve got a panel of CD’s from some of the best agencies in Canada. Dave Diamond of Diamond Integrated Marketing, who recently won the CMA’s Best of the Best award for #TDTHANKSYOU. Plus Matt McCoubrey of Mosaic, just-announced gold winners of Event Marketer’s Experience Design Awards for both Best Collection of Technology Interactives for Microsoft’s Worldwide Partner Conference 2015, as well as Best Pop-Up Store for the Diet Coke Get a Taste Style Bar. And then there’s SDI Marketing’s Luke Kinmond, whose Rogers Hometown Hockey has won the nation over by celebrating local communities and the game through the cross-country hockey festival.
To get the day off to a rocking start, I’ve convinced brand guru and digital marketing rock star Mitch Joel to join us. He’s been named top “insert prestigious marketing award here” many times over. And he co-launched a music label with Juno and MuchMusic award-winning acts. Any one else feel lazy yet?
If not, Alison Simpson is sure to do the trick. Beyond driving the Holt Renfrew, Holt Renfrew Men, hr2, and Ogilvy brands, she’s completed almost 50 marathons and ultramarathons. Seriously.
Honoured to have Judy John, CEO and CCO of Leo Burnett Canada grace our stage. Her team created the #LikeAGirl campaign last year for P&G Always. The one that won awards around the world, including Canada’s first Titanium Lion at Cannes.
If there’s anyone who’d celebrate the machines taking over, it would be wonderMakr’s Mark Stewart. He’s the imagination behind a smile-activated photo booth vending machine, a selfie-taking vacuum, and several other experience-driving contraptions that brands never dreamed they needed.
A proudly iconic Canadian brand, Roots has successfully promoted the spirit of Canada’s heritage globally through James Connell’s innovative approach to digital marketing and music partnerships.
From date nights at the store to fashion week sponsorships, Metro Ontario has been wooing new loyal customer segments through Nancy Modrcin’s knack for creating unexpected brand experiences.
For far too many years I thought I was the most creative person around. I eschewed brainstorms. Poo poohed group sharing. Shat on others’ thoughts. All the while not realizing how great the opportunities were that was passing me by. I’ve been incredibly fortunate to learn at this stage in my career that creativity is a result of collaboration, inspiration, and dedication. Dedication to process and dedication to discipline that’s required to generate the Big Idea. It’s not luck. It’s not (just) booze. It’s not a sudden lightning bolt or stroke of genius. The thunder will come eventually, but only when the heavy lifting has been put in.
A big part of the pursuit of greatness is learning from the best. I can’t promise you that Creativity Day will make you a creative guru. In fact I can assure you it won’t. But what I can promise you is a day that will illuminate what’s been successful for others, so you can apply that to your own box, you’re so eager to think outside of.