Creativity can be artistic but it must be relevant

According to Mike Frampton, CEO, and Glen James, Executive Creative Director, ideas come from unusual places and arrive from directions that are unexpected.

As the world's most creative agency DDB are pretty qualified to expound on ideas and their origins. The Chicago branch recently scored at Cannes for their Budweiser ads and the creative ethos pretty much exudes from every pore in this agency.

James likens ideas to little furry animals, "you have to grab them quickly before they run away." Knowledge is a critical factor in being creative but timing can make or break ideas.

Frampton stresses the DDB quote, "I warn you against believing that advertising is a science." The element of uncertainty is crucial in driving creative tension and often a leap of faith is necessary.

Experience and gut feel are also important in weighing up the chances of an idea making an impact but Frampton and James add that the client agency relationship is a factor that either drives an idea or kills it.

Derek Postmus, Creative Director, adds the element of passion to the game. He also amplifies knowledge and information about the product/client/market.

"Being creative is about being artistic but it must be relevant," says Postmus.

The creative brains trust at DDB also reinforce the fact that creativity should not be left up to the 'creatives' only. Every member of staff can add an angle or two into the equation and spreading the net as wide as possible is the key to generating many ideas.

Postmus adds that listening and being in touch with what is going on in the world is a big plus factor in being creative.

The idea that being creative is clouded with uncertainty and that past experience can not judge whether an idea will work in the future is something that these professional 'creatives' live with from one moment to the next.

Being creative is simply that. It is a dynamic and ever changing scenario like a journey where the destination is not the point but simply to keep on travelling.