A bit of both. People have tried, and failed, to identify how the creative ideas process works with the hope of commoditising it, but it simply doesn’t work like that. Two things we know. First, you can’t produce a great idea without a proper understanding of the brand and of where the audience sees value in it. So, we do our research. Secondly, you don’t have to create inspiration – it’s already in existence. You just have to reveal it.
Travel and luxury brands are all about creating desire and the key to success still usually lies in finding a way of expressing a proposition that gives more weight to the emotional dimensions than the rational ones. And that’s something that google can’t tell you – it has to come from feel and experience.
Every new campaign, or project has a written brief. That’s how we were taught by our ‘mad men’ mentors and its value is well proven. Whether we are producing a TV ad, or a campaign for social media that needs to have legs, creative ideas can then we judged against it. So, the brief should identify both any factual information that needs to be communicated and the emotional response that we are looking for.
Once you have understood the importance of ideas – as opposed to simply communicating facts – it becomes second nature to try to incorporate ideas into everything that you do. Instead of thinking ‘’what template shall I use for this website’’ you think ‘’what idea can run through this that will best reflect the brand?’’ Or ‘’what idea do we want these influencers to spread for us?’’ There is nothing in the world of brand communications that isn’t better if it contains an idea.