Richard Clarke founded Just Ideas, an ideas factory and implementation unit. He specialises in spotting opportunities, building ideas and watching them fly. Richard is also a freelance writer.
Richard is an ideas person with experience in restaurants, pubs, IT, healthcare, media and music.
Ideas have bizarre and sometimes weird origins and some are harebrained and even downright silly. However companies that are not trying new ideas can stagnate.
Often what it takes for a company to trigger off new ideas and creativity is employing people from outside their normal bandwidth.
Richard has worked as a restaurant manager, freelance journalist, PR writer and marketer as well as editing an underground poetry and short story publication.
Editing some advertising copy and planning media awareness campaigns are avenues that he has also been involved in.
Running guerrilla campaigns like an anti Nuke protest in 1995 against French testing in the South Pacific is also included on his CV.
Currently freelancing as a writer and marketer looking at, amongst other projects, brand building in the Healthcare industry he spends 90% of his time building ideas. Some work and some don't and some just act as triggers for further ideas.
Most of what works in his experience comes from small focused teams. As soon as the group of people responsible for a project becomes too large it (the project or idea) can become paralysed.
Designing ideas as well as engineering them is something that Richard specialises in.
Coordinating the process from brainstorm through to implementation in the form of PR, Advertising or product rollout is something Richard could offer your company.
[Richard Clarke] Net#work BBDO took the honours as top dog at AdFocus and as Mike Schalit, chief creative officer of Net#work, says, "If you do work that's provoking, interesting and fresh, you'll win awards anyway. I'd rather fail spectacularly doing something new than do something boring."
[Richard Clarke] Dr Oliver Gray, Director General of the European Advertising Alliance, told the Loeries conference Friday that advertising self regulation is at a defining moment - "a moment of truth for all of us, as actions must meet and match rhetoric."
[Richard Clarke] In a world where advertisers are being targeted by legislators globally regarding the advertising of products - from toys to alcohol - as well as advertising to children, the challenges are to keep abreast of legislation in the global village and on your own doorstep.
[Richard Clarke] The Loeries weekend always means talk about golf, parties, drinking and of course hangovers. However, the secret to legendary status within the inner core of the advertising industry is not to cure the babalaas but rather endure it and to be seen actually feeding it.
[Richard Clarke] The Loeries for better or worse has a reputation for partying and alcohol plays a major role in this approach. A long weekend is sufficient time though, to build a hangover concoction, as well as test drive it before unleashing it on an unsuspecting world.
[Richard Clarke] Publicity is the key word in any medium of the media. However, simply adding a website to a daily newspaper does not automatically increase sales. The immediacy and increased reach of the Net makes a website a viable marketing tool to consider - but it is not a silver bullet and solution to all woes.
[Richard Clarke] Many companies think that a presence on the Net is a waste of time and money. Most of them went into the online thing without thinking through the implications and challenges of what is still not a totally understood marketing medium.
[Richard Clarke] Potential sponsors need to remember the Stones and Beatles also struggled once upon a time. Any company or organisation going into sponsorship in order to position and entrench the brand further in a target community always end up balancing budget with exposure.
[Richard Clarke] Stokvels and Burial Societies form the bedrock of investment opportunities for the majority of South Africans, with R12 billion invested in Stokvels in 2002 - despite the fact that 41% of these investors have no personal bank account. This was key to the Landscape 2004 report from the UCT Unilever Institute of Strategic Marketing.
[Richard Clarke] At the latest AMASA meeting held at Inanda Club, Mike Bosman, CEO of TBWA Group, talked about life in the ad industry and compared the US to SA: the annual South African ad spend in dollar terms is between $2.5 and $3 billion compared to the United States of $155 billion.