Originate
We’re all familiar with Thomas Edison’s nugget of wisdom about genius being 1% inspiration and 99% perspiration. Bolts from the blue do not happen without an awful lot of effort preceding them.Marketing Team Direct is a very creative company, but we are not full of precious little souls whom we indulge because of their innate startling brilliance. Our creativity is a result of a huge joint effort; account handlers, media planners, target customers, and, above all, you, the client - everyone has a vital part to play aside from the creatives. There is no doubt that the creative idea to a marketing problem jolts a product into life, but then that idea would not have happened without a brief - and a finely honed, incisive brief is the elixir of that life.
Agonising in a Rodin-esque pose will not achieve anything. Originating is not just about crying ‘Eureka!’ It’s about probing, questioning, challenging, rejecting, accepting, arguing, cajoling and some serious cerebral commitment. We do it to create that wonderful moment when the light bulb is suddenly and brilliantly illuminated – a particularly appropriate metaphor, given Mr. Edison’s main claim to fame.