It Takes an Agency to Raise a Creative Idea: Here are Four Strategies to Spur it

Mad Men protagonist Don Draper would go into immediate culture shock if he

were dropped into a modern agency setting. No longer does just a handful of

writers and artists control the creative (with drink and smoke in hand, no

less). Now, everyone’s opinion counts.

Collaborative creativity has turned agency life upside down. Account services

personnel are just as likely to bring innovative concepts to the table as graphic

designers; in fact, the former may outdo the latter in terms of fresh, novel

ideas.

In this rearranged agency atmosphere, managers and CMOs have to learn how

to bring forth everyone in-house to ratchet an agency’s creative currency, as

well as how to succeed in an ultra-competitive marketplace. After all, agencies

no longer vie exclusively with each other; anyone with a modicum of

marketing ability can jump into the space. Consequently, leaders must

improve their organization’s collective value proposition with on-demand

creative that continuously raises the bar.

Generating Ideas in A Collective Environment

How can agencies develop a culture where creativity isn’t seen as a flighty

muse but as a scientific problem-solving technique? The key, according to one

of my podcast guests, social media speaker and consultant Jason Keath, is to

see creativity as a process rather than an innate talent. Keath views creativity

as a teachable group sport: All it takes is a coach willing to lead a team to

creative victory through old-fashioned trial and error.

For example, he cautions against pitting “good” versus “bad” ideas against the

other. In his world, an idea isn’t inherently terrible. In fact, bland ideas often

lead to spicy ones. Thus, creative brainstorming sessions require participant

suggestions that might be limited or subpar in order to reach snappier

solutions.

One way to get over this “It’s a horrible idea, so I won’t repeat it” hurdle is by

using technology to anonymize recommendations. Prior to a meeting, the

leader could ask for 10 solutions to a creative problem, sent via email or

downloaded confidentially into a platform. When everyone’s ready to tackle

the creative problem, the dozens of anonymous ideas can be judged on their

merits. This tactic takes away the stress of retribution, embarrassment and

judgment and allows for a more free discussion.

Cultivating Creativity in Agencies

Feel like your agency has lost its creative street cred? Try these strategies to

enable creative growth among individuals and teams:

1. Foster a spirit of self-growth.

I've found that some of the most creative people share a core competency:

They constantly seek fresh experiences. Then, taking what they’ve learned,

they connect the new ideas to familiar areas.

By linking the known and unknown, they push the walls of their comfort zones

without totally leaving a safe bubble. Case in point: An avid antique enthusiast

might learn to reupholster vintage furniture pieces. By combining his two

pursuits, he can explore a novel avenue without getting flustered or

overwhelmed.

2. Push yourself into adventures.

Don’t forget to take a few risks yourself, too. These don’t have to be big

adventures -- just experiences you’ve never tried before. As we learn from the

teachings of neuroplasticity, every new thing changes the way we view life.

Besides, stellar output requires stellar input; if you want different outcomes,

you can’t keep doing the same old, same old. Give yourself tons of raw

material in the form of constant learning opportunities, and you’ll spark

creative fires.

3. Choose one safe -- and one scary -- option.

When brainstorming alone or in a group, stop yourself and others from merely

selecting tried-and-true approaches. Instead, come up with two solutions: one

that’s safe and another that’s a little wacky or weird.

When it comes time to present creative ideas to a client, you can be fairly

certain you’ll hear “yes” to the safer option. However, your client will

appreciate that you’re not phoning in your services. Plus, if you do get the

chance to try something a bit crazy, you’ll have an opportunity to showcase

your agency’s unique abilities.

4. Take a field trip.

The last time your team members took a field trip was probably in elementary

or middle school. Change that by leaving work early to head to the zoo, hit the

trails or even see the latest movie. You’ll end the field trip with a shared

experience and more creative inputs. Do this regularly, and you should start to

see creative streams flowing more freely as employees discuss different

solutions than they might have otherwise.

We’re not living in the 1960s, so why should we run agencies that belong in

yesteryear? By mixing up the way we view the creative process, we avoid traps

like team ennui and predictability. Challenge everyone on your roster to

become creative powerhouses, and be amazed at the imaginative, inventive

concepts they ideate.

This article was originally published on October 29th , 2018 for the

Forbes Agency Council on Forbes.com