…if you walked in to a room of people and, and we asked you what could we be doing to be more creative? What, what might you suggest?
You know there’s a couple different techniques I use personally for –creativity so I can’t speak for other people, I can only speak — what, what works for, for me. Um, I love what I call the power of appropriation which is ah, identifying something that’s working and then combining it with something else.
So, for example, it could be finding an idea — in our industry from cos — the world of cosmetics in Tokyo. So, we could identify a really cool trend and something that’s working in a very different category and then appropriating it in to our category or maybe merging it with another idea
You know most creativity is not necessarily, it’s an original idea, it’s combining two existing ideas in to a, a, a new form of originality.
One of the biggest things I also do is I, I always need a creative partner. So, I, I — my mind tends to think a little bit more strategic and —- for me to be really creative I need to have like ah, that, that great creative partner who can bring things to life, who can bring ideas to the table and it’s the marriage for me of creativity and strategy —- that, that, that allows me to do, to do my job.
And how do you work with that partner? Like what would be the process?
So, the process of the way I work with creatives is —- by — you know unfortunately it’s very different than how a lot of other companies do it. And it’s a mutual respect of believing that creativity can inform strategy and that strategy can inform — creativity. And what most companies do is it’s a much more linear path.
So, they identify a strategy um, they create a brief around that and then it goes in to the design element and it just kind of works its way — through research until commercialization. And for us, like often the first step is we’ll start with creative and design before we even get in to the strategy.
And you know a really great strategy is only as good as its ability to, to be translated in to something truly great through, through design and through creativity.
And um, I think that’s the different — the, the difference in our process is we really blur those lines between strategy and creative.
And I would imagine a lot of the creative insight sparks new strategic thoughts as well?
You hear a lot of companies they’ll talk about creative as creative services.
And you know I fundamentally believe okay, if my role is help kind of drive strategy, I’m there to set up the assist, it’s their job to score the goal because ultimately what they’re creating is really what the consumer will touch, smell, hear, feel — you know both rationally and emotionally.