Egos at the Door. Creativity on the Floor

In the Chinnery Bar of the Mandarin HK, a cigar smoke-filled room with whiskey in hand, I recall telling a young buck in the mailroom back in the early 90s, "mate, you know they say stick with money and it will stick with you… the same is true of talent”.

I always worked with the best people I could, often doing the donkey work but what I picked up enabled me to enjoy a top tier creative career, now in it’s fourth decade.

Yet it’s funny how time travels, but the essence remains the same. Fast forward to now, with the age of AI threatening to obliterate bland advertising, that's advice worth its weight in gold.

Having a tete-a-tete in the swanky confines of Cannes lover the last few years, my mantra was simple: master your craft, but adapt with the ever-evolving times.

Creativity shouldn't be chasing the next shiny toy - this "metaverse" malarkey and the like. Now, don't get me wrong. This isn't some old geezer reminiscing about 'the good old days'. The hunger for creativity is insatiable, perhaps more than ever. But it's being put to the test, notably by AI.

Agency holding companies are tossing billions into the AI pot. The ad world is at a crossroads: evolve or fade into obscurity. And with their $16 billion haul last year, they've got the clout to back it up.

It's a trip, really. Since then I've had pow-wows with some of the world's up and coming CEOs. Gleaned insights, challenges, and opportunities firsthand. And in my current avatar, there are conversations that baffle me, some that perplex me, and others that simply leave me in awe.

My task? Sift through the noise, discard the redundant, and hone in on what truly matters. You see, I've been fortunate enough to be invited to rub shoulders with the who's who of business and politics. It's not about peddling a product.

It's a discourse, a genuine exchange. My roots lie in creative direction for global clients, a world where confidence was our currency. Yet, no matter how adept we were, there are challenges that creativity alone can't surmount. But let me clear - while creativity is vital, advertising should never shy away from stirring emotions. It just isn't the sole avenue anymore. Craftsmanship, in whatever form, backed by data and tech, is the way forward.

Across boardrooms, two words resound: relevance and growth. Be it a tech giant, a fledgeling startup, a government honcho, or your average Joe company, the quest is the same. Growth and relevance. Because at the end of the day, the title's inconsequential; results are paramount.

And in the tempestuous economic tides of today, brands have got to be agile, on their toes, pulsating with relevance. It's a straightforward mantra: "Grow or wither." The thrill lies in constant innovation, in pushing boundaries, in being avant-garde, and ultimately, delivering.

But here's the kicker: We, the creatives, have a role that transcends mere aesthetics. It's about metamorphosing businesses. It's not merely about glitz and glamour. It's the substance, the intricate dance of interaction, the supply chain choreography.

Think about it as the "lighthouse and fireworks" in creativity. The industry's been enamoured with fleeting 'fireworks' campaigns, but businesses crave the enduring beacon of 'lighthouse' campaigns.

Case in point - all that woke shit from Nike - pure fireworks. But the campaign for the Dunkin’ “Drive Thru” A lighthouse, shining bright, reshaping interactions with an iconic brand ensuring safety, and enhancing user experience.

Sometimes, it's not about the razzmatazz but the lasting impact.

Cheers to that.