Why The Creative Process Is Broken And How To Fix It
For every bad idea that makes it out into the world, there are dozens, hundreds, thousands of great ideas that will never see the light of day. They litter marketing conference rooms across America, aborted and left for dead in fetal, once promising, stages.
We all assume the creative process is about inspiration, collaboration, the “eureka” moment. But it’s not.
What it turns into is an endless game of trying to guess what the client will buy. Mind-reading the decision-makers. Where we are no longer inspired, but fearing for our jobs.
Fear is a long way from inspiration.
But there is hope — actionable hope. Actions you can take immediately in your agency or company. If you know what’s broken, you can fix it.
Simple awareness and understanding of the problem will go a long, long way to helping you survive, even thrive, creatively.
Join Tracy Wong, Executive Creative Director & Chairman of WONGDOODY, as he takes us on a tour of the hell that is the creative process as it exists today, and what you can do to shift culture and right the process ship.
• Showing why the process is broken
• Highlighting the faults and weaknesses of the process
• Identifying the destructive forces that kill great ideas
• How mind-reading the client leads to weaker creative
• How to survive within a broken process
• Defining a better, more enlightened process
• Creating a culture that promotes collaboration
• Showing a path to getting great ideas considered and sold.
Who should attend:
This webinar is not just for creatives. This is for everyone involved in the creative process.
Account executives (even the most junior). Strategists (ie. account planning, digital, media). Media planners. Producers. Technologists. And especially clients of every level. Agencies are encouraged to urge their clients to register.
The people who need this most (and will be the least likely to attend) are the deciders: creative directors, CMOs and CEOs.
About Tracy Wong:
Tracy Wong is Co-Founder and Chief Creative Officer of WONGDOODY, a wholly owned subsidiary of Infosys. He has won over 350 national and international creative awards, including work featured in the Clio Hall of Fame. Other honors include the 4A’s “Advertising 100” list honoring the industry’s top professionals and the American Advertising Federation’s Silver Medal for Lifetime Achievement.
Yet, Tracy is most recognized for his appearance on AMC’s “The Pitch,” a show about the real “Mad Men.” He is currently authoring a book entitled CREATIVE DEMOCRACY™ about the creative process in business.