The idea of a professional dedicated to managing corporate creativity is a relatively new idea. Brands are very comfortable with the idea of a professional overseeing and critiquing outgoing creative products. But the idea of a professional whose main objective is to understand and show the path that a brand imagines for these products is very new.To understand what that looks like, I asked Forest to explain some of his usual responsibilities to me. I expected to hear the buy email list image of a fearless champion of unbridled imagination, courageously forcing innovation into work processes and client projects.
Marketers by nature, tend to be risk averse,” says Forest. "And I don't think there's anything particularly bad about being risk averse." When he engages in conversations about strategy with his clients, the goal is not to force risk under the guise of innovation. On the contrary, Forest strives to translate the requirements, impressions and vision of its client partners into tangible elements of discovery and execution for its creative teams. Nor is it a one-time liability. It's the beginning of an ongoing conversation that aims both to expand the capabilities of its team, while developing the vision and ambition of its partners."I'll be very open with a client right off the bat and say, 'Hey, I'll give you five ideas, two of them are going to be crazy, but let's talk about it
Encourage your own creativitycreativity in teamsImage buy email list credit: ketan rajputEven if your company hasn't actively set up structural teams to train and grow your brand's creativity, you can still practice many techniques that a creative director would encourage from your team. Forest offers three easy ways to start seeing creativity as a resource."Playing games at meetings."Think back to your last strategy, planning, or brainstorming meetings. How many of them involved an awkward silence at first, followed by an idea that everyone snubbed for the next hour? Creative mindsets are difficult and often contrary to the routine mechanics of marketing work. Try starting meetings with a short exercise or game that isn't necessarily directly work-related, but gets people aligned with the rest of your meeting.