By Michael Mark, Creative Director & CEO @ NYCA
The first question I ask all NYCA candidates in all departments is this question, right after what they are passionate about. Makes for a good conversation and lets them know two things: that they are responsible for being creative and the answer “something cool” will get them a job next door. Not here.
For us the answer is simple. Not easy mind you. It’s what the agency is built on.
We create growth in the marketplace. So any idea or execution that is powerful enough to help that to happen is creative. It’s not about pretty pictures, not about engagement, or the plan, or the insight or even if we like it or the client thinks it great. All those are roads to getting to the destination for sure. But it’s about the growth.
Now much as we think and sweat over them not every idea is what we call a grow! idea. The odds are stacked against each one as it struggles for life. Compassionate as we are with each other – you have to be if you’re going to be so tough on ideas – we are merciless when it comes to a grow! idea.
Here’s a check list to see if you have the makings of one:
To be grow! work it must be powered by a message that is highly relevant to the target.
It must be true to the core values of the brand/product/service.
It must be executionally inspired.
If you get all yeses you have a well intentioned grow! idea. And once it performs dramatically well in the marketplace then you have creative.
Simple. Impossible. It’s what we do.