Cracking the Code of Creativity

-Joe Pitts (@headtowall)

Continuing our series on creative industry, I want to talk about a really interesting presentation from Cannes Lions this year put together by Razorfish Marketing and Contagious Communications. In it they look at a huge dataset of the last 15 years of Lions submissions and winners to try to better understand what goes into successful, award-winning creative. They came to a few conclusions I feel any creative would benefit from thinking about:

Good Creative knows no geographic boundaries

The presenters show that great creative campaigns can come from anywhere, and Lions winners have come from all corners of the globe. 

Good Creative knows no economic boundaries

Money aint a thing! Winners have come from both rich and poor backgrounds, countries and cities. So if the idea is good and executed well, small budget projects can sometimes trump campaigns with big budgets. 

Good Creative requires collaboration

Those agencies who collaborated with other agencies were more successful and won more Lions awards. Moral of the story: work together, even with people you might not get along with so long as they bring something to the table to make the final product better. That's all its about. Nothing else matters

Good Creative takes time

Looking at longitudinal data of agency/client relationships, analysis shows that partnerships lasting years are often the most likely to have successful creative campaigns. This means that great ideas take time, sometimes even up to a decade!

Peep the full talk below:

As increasing automation forces marketers into a zero-sum battle for efficiency, genuine human creativity could represent the last true competitive advantage. And yet how much do we really know about this most valuable but intangible of assets? We know that great, award-winning creativity can be effective, but what about the conditions in which it thrives?