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Well, I think the creative process has changed pretty
dramatically in the past few years.
It's swung back and forth from whether it's about a new
technology that you adapt or the idea of incorporating
social into every idea that you have. If it's socially
engineered or social by design from the beginning, you make
different choices along the way and evaluate the creative
in a different way.
You have a different filter looking at the work.
I would say more recently we have changed to be looking at
both at the same time and not separating them.
Let's say this is a more digital focused idea or an
idea that's designated for mobile.
We try to look more holistically at everything and
know that there's components to a technology and sort of
[UNINTELLIGIBLE]
a traditional or traditional storytelling together.
And how they work together is how we're really finding the
magic and the answers to a lot of our strategic problems that
we needed to solve.
I think the process is requiring a lot more people to
work together than ever before and faster.
So working smarter is something that we're really
working on at the agency.
It's shorter meetings for the purpose, quicker decisions,
and acknowledging that 20 people don't need
to be in the meeting.
I don't know how many times you guys have walked around a
conference room where there's 20 people
around a box on a conf--
And you're like, does it really take this many people
to make things?
Yes, it does.
But they all don't need to be sitting in a conference room
making that happen.
So our creative process--
we're streamlining it and making it more focused on
those two things coming together early and often, so
heart, technology together, and what story are we telling,
early and often but shorter quicker meetings, and quicker
decisions, and just kind of making stuff,
too, instead of theory.
I think last year, maybe two years ago, there was a lot of
yapping, lot of yabba dabba, not a lot of do,
that's what we say.
It's a Fred Flintstone thing.
But there was a lot of talking about things.
And then I'd look at the work and go, where the *** is it?
So doing, we really celebrate the making of things and
actually bringing things to life for real.
And there's more learning in that and more rewarding
creative process in that than there is in
just theory and talking.