PHILIPPINES, November 25, 2010 – Restless? Indecisive? Confused? Good.
Once you settle, you’re dead. At least for the time being. If your executive creative director kills your idea, (or worse – if your client does) a part of you dies with it. But that’s how the industry works. Ideas are killed everywhere, every single day. Ergo, there is beauty in the confusion, of not being sure, of having many options all at once. How do you think the best ads are made?
Merlee Jayme gives RAW School students the “DM9s” to be a good creative:
1. Faith in Training
Always remember that someone is planning your growth. As a creative, have faith in your leaders, that they will lead you to something better. Merlee said that she used to be in a shop where she stood out. She stood out because she was the only one without a metal, but she kept on doing her best.
2. Never “stick to one”
Do not fall in love with your ideas, since usually your first idea isn’t your best. “Train your brain to think of a lot. We should churn many ideas. Think of a hundred,” she says. She reminds young creatives to train their brains early to think of at least ten ideas every time.
3. It’s okay to be wrong
Some call it self-preservation, but some people are really afraid of taking risks. And sometimes, people to take more risks end up learning more. They end up doing more. The secret is to learn how to handle disappointments. You can’t go mental (no pun intended) over a rejected storyboard you’ve worked on for weeks or a line that just doesn’t seem to fit the brief. In advertising, resilience is crucial. You know, like a Bobo doll.
4. Think big
“The idea is the currency of the future.” – Kevin Roberts, Saatchi & Saatchi Worldwide CEO
Always aim for the big idea.
5. Think how you can contribute
This goes beyond creatives. Whatever industry we belong to, Merlee stresses that it’s always a good idea to contribute something. It’s okay to make your thoughts wander in a meeting, but make sure you’ll pop right back into it in a snap. Make sure that once you do, you have something brewing inside that think tank. Seriously, it’s absolutely alright to clean as you go.
6. Dig deep for insights
Go beyond common sense. There is more to the product than the obvious. It’s our job to dig deeper and find context in the product and the consumers. Talk to people, especially the target. Remember when you used to read off the cereal box during breakfast? Do that. Do it often and with your product.
7. Be humble
If only we can stay in school forever. Sadly, we can’t. that’s why we should consider each day as an opportunity to learn. “The humble never stops learning,” says Merlee. Don’t be lazy. If there’s anything you should kill, it should be the ego and the arrogance. Remember, you are as good as your last ad.
8. “Be brave little one”
Keep in mind that failure has a large contribution to success. There is nothing wrong with being unpopular. Embrace it. It means you have more room to grow and more room to make mistakes without the world laughing or ogling at you. The business is not for the faint-hearted but remember, just always do a good job.
9. There are no shortcuts
Invest in your talent. No matter how slow, as long as your growth is steady, you will eventually get there. There is a certain level of maturity in believing that even the most menial job in the office is part of your preparation for something great. A number of top creatives used to be in industries far from advertising. Some even ticked off the wrong course in college!
There you have it, your nine steps to greatness. Oh, and before we forget – always keep a pen and paper handy.
