This essay by Beyond’s Matt Iliffe points out what is true in so many creative organizations. They are built to offer creative services, and filled with creative people, but they are then stymied by the same things that stymie all of us: a lack of collaboration and communication across the organization that results in lots of ideas never being put forth.

Iliffe argues that in today’s difficult digital world, in which agencies are being ask to do far more than ever before, this must change. Creatives can’t just be kept in silos, asked only to add their own expertise. It cheapens the work of everyone.

“As the creative industry becomes more complex with ever-expanding digital capabilities, serving an ever-more diverse and demanding audience, successful agencies need employees who can collaborate across disciplines to ensure that every aspect of a client brief is planned for. In a world where developers and designers all have a part to play in building ideas for brands, they should also be involved in creating them,” Iliffe writes in Ad Age.

“It’s about accepting the notion that creativity is the art of juxtaposing two or more existing ideas in an original combination and that new solutions emerge when people from different backgrounds combine their perspectives. Widening the variety of perspectives increases the chances of achieving exceptional creative ideas. It would appear that our ability to be creative is linked to our confidence to speak in front of colleagues without fear of criticism, to be comfortable making mistakes, to feel confident in disagreeing with the consensus, and to hold a believe that employees are part of a team driving above personal ego.”

To get to this place, companies and hiring directors need to be both seeking and developing different kinds of employees who aren’t just invested in their own roles, but are invested in the goal of the company. These employees also need to be comfortable doing lots of different things, and thinking across disciplines.

“Ideas are our stock — the more we can deliver, the higher our productivity and potential for growth.”

Read more: Ad Age

Image courtesy of MNNOnline.com

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