From the Drawing Board to Making it Happen

Pure creativity is where the inexperienced creative starts. With more experience, you realize that you can get higher standards of innovation if you can reassure those to whom you’re selling the idea. To this end it’s critical to differentiate between pure and applied creativity. If you can’t apply it then creativity simply becomes art (which not enough people practice).

If you work in PR or marketing, chances are you’re already, in some way, creative. This is only half the story though. Transforming that genius idea into something that you could actually win an award for requires lots of things to come together. As the saying goes, there are a lot of things that are easier said than done. In fact most social campaigns will fail not because they are bad but because there isn’t enough time and effort spent on logically thinking through how the concept will work in the real world. The good thing about social media is that, because everything is in the open, you’ve got the benefit of seeing where others have gone wrong. To coin a popular sporting cliché, having natural talent is only half the way to becoming ....