Monday, August 4, 2008

"Seeing things differently"

The above spot is a Cannes 2008 Bronze Award winner. yay!

On "subject," it's probably something I need to make a goal to achieve: see things differently. The humdrum of the largest independent agency has made me a machine part, and now I need a bit of oil. I'm still turning over, doing my part, but I'm not shiny anymore. I miss being shiny.

Problem to be solved: Feeling confined, limited, and uninspired within an "agency structure."

Who are we talking to: My-Myspacing, instant gratification seeking and therefore procrastinating, project-based, timesheet filling, seemingly pressed for time-Self.

What do they think now: I can't find the time to think beyond problem-solution tasks, or rather, maybe I'm not thinking anymore because I rely on "the system" to help me come up with the solution because isn't that what a system exists for? I find it hard to be myself in "the system." (is this generational or is it like this with all forms of artistic expression?)

What would we like them to think: You can incorporate the same passion for planning and idea-generating discipline that you had a year ago into the day-to-day and project-world you live in now.

What insight will help us get there: creative passion does not run well on business time or in a typical business environment.

  • How can I dilute the sense of "being run by the clock?"
  • What more can I add to my environment to inspire random creativity?
  • I need to build in idea-generating activities & made them feel like playtime in a work-world.
I have a long ways to go as a planner, still a lot to learn, and a lot of ideas to have and act upon. I need to re-visit why I am where I am and make sure I'm still drinking my own koolaid so that I remain true to the brand I've established and the brand I want to become known for. I wrote this in May 2007 after evaluating my time at the Miami Ad School: It gave me the tools to change a tired, traditional WILL DO industry into a provocatively, creative WANT TO one. Of course, a revolution is easier to do with people but...if it's just me right now, ok. Be bold.

Plan on.


Kyle Studstill said...

I was thinking even as early as today that when I write and think about the marketing world, I have this almost naive, youthful vision of how natural human/consumer behaviors are supposed to work that I *know* influences the way I think. I suspect that at some time in my life, I'll look back on this somewhat idealistic vigor as maybe just the similar novelty of coming to understand what I really enjoy in life you remember a year ago.

In this context, what you write here is interestingly insightful to me. It reminds me to reflect on all the reasons people end up pursuing the careers they follow.

It has been my experience that the most passionate and idealistic of us find it hard to operate in the environment of inefficiency that is necessarily the result of being - as you put it - quite a large machine. At some point, the noble mantle of "solving problems" becomes the dreadful chore of "winning (read: satisficing) clients," described well here by Richard. Thanks for sharing your thoughts in similar regard.

erin said...

Kyle, thank you for seeing the sanctity in what was mostly a rambling cry for productivity. I agree with your assessment. After coffee this morning with an art director who's been here for 15+ years...I realize the error of my ways. I wanted to please The Client (of course I did) but I also didn't build in the time to "push it hard enough" in AD's words. And damnit, hearing it from the other side of the fence is...frustrating. That's our job Kyle! Push it hard enough. F*** pleasing everyone. Make a decision, be an "adviser" as Faris comments on Richard's blog; don't just seemingly supply a solution that pleases everyone. That's tiring and won't produce the results that an opinionated campaign of differentiation will produce.