Ben On Nurturing Creativity  >

See us in The Drum

Ben's been in The Drum giving advice on how to nurture creativity.

"What creatives put into a brief is often what the consumer will feel from it. So, to make the best work that consumers feel great about, your creatives need to feel great, too.

Take the pressure off. Don't bog them down with any heavy stuff surrounding a brief.

If you're selling bananas because they're about to go off in two days' time, don't tell your creatives that.

Instead, let them know everything great about the bananas and help them really believe it. It means the work will feel positive as opposed to desperate.

The last thing a cynical consumer needs is a whiff of desperation. They'll kill you."