23 May HOW WORKING IN AN AGENCY TAUGHT ME TO THINK CREATIVELY
HOW WORKING IN AN AGENCY TAUGHT ME TO THINK CREATIVELY
The advertising agency is the most dynamic and wonderful place to work. Even though it can be stressful, working in an agency means cooperating with interesting people from different professions on a daily basis, and each subsequent campaign represents a new challenge that needs to be answered creatively.
Working in an agency changed the way I think and experience creativity, people and life.
Magic word: focus
When I was a kid, teachers painted a picture of the future with technology so advanced that robots would perform most jobs and people would have more time to relax, create and focus on the finer things in life. Today we are living in the future, but surrounded by technology that steals our free time and attention. Technological developments changed rapidly, but the way we think did not. We often find ourselves in situations that even when we do more things at the same time (multitasking) we are not able to achieve the desired results.
The secret of effective thinking lies in channeling the thought process and focusing on the problem. Each time you perform multiple mental processes at the same time you burden the RAM needed to perform each task. More tasks means reduced capacity.
If you focus on one thing at a time, you considerably speed up your thinking and you are in a position to complete a certain task in a much shorter period of time than if you switch between tasks. However, parallel work on several different campaigns at the same time is part of the agency life.
Creativity moves boundaries
I firmly believe each of us is creative.
However, there are people who don’t believe they are creative or think they have a modest creative potential and so use ideas that come first to mind instead of relaxing and letting their mind wander freely, allowing it create new ideas. Creativity is a skill that needs to be trained – and just as muscles gradually grow during training, so too creative potential gradually increases in people who develop creative thinking. This is especially noticeable in young people at the beginning of their agency career, who do not have enough experience and self-confidence and who over time become top creatives in the agency, simply because they actively engaged their minds daily to think creatively and out of the box.
In business, creativity is the best recipe for success. It is necessary when following existing trends and even more so when creating a new one. The best proof that creativity really knows no bounds is that a award winning idea was born in New Moment New Ideas, an agency in Serbia.
Creativity takes time
We live in a time of fast information exchange, which has affected both the business and private life. Agencies meet clients’ demands on a daily basis in an incredibly short time frame. However, in order for ideas to take shape we must give them time to mature and breathe. I remember a psychological experiment in which kindergarteners were given five minutes to draw a clock. The drawings were almost identical – a circle with two hands and sometimes marked numbers. Then they asked the children to draw the clock again, but this time they gave them an hour to complete the task and every drawing was completely different: a clock in the shape of a house, a cuckoo clock, a clock in the shape of the sun, a watch for a clown…
Each time you try to come up with a solution, focus on the problem, have patience and believe in yourself, and the answer will appear. The good idea is there, just waiting for the right moment to show off.
Pedja Garašanin, Strategic Brand Planner, New Moment