72andSunny is really starting to make its name known in the Australian Advertising industry.The agency's Managing Director and Partner Chris Kay has taken the time out of his insanely busy schedule to speak to the Business of Advertising students at Macleay college today
According to Kay, 72andSunny was built on foundations of optimism, collaboration and creativity.
Kay says that creativity needs to stretch high and low through both big named clients and smaller business clients, as it is often the smaller businesses that ask for a more demanding creative challenge. This ideology is fundamental in making 72andSunny stand out from other agencies in the industry.
In sharing the means of success in advertising, Kay shared the following lessons with Macleay Students:
1. Tell them everything
Creatives are very thuriferous in the way they gain knowledge.
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2. Feed the imagination
Give as much inspiration as possible in a creative brief. Black, white and words are creative blockades.
3. Set creative constraints
Creatives sometimes need "guard rails." Often, constraints of whats possible help creatives stay centred on the goal of the ad.
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4. Be an opener, not a closer
You will have a lot of brainstorms- be a "yes, and" person. Don't immediately close down others ideas because you don't personally like it, as that will hinder the creative process.
5. Challenge and ask questions
Great creativity comes from people who challenge what's possible and ask questions to potentially find great creative detail.
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6. Be a learner, not an expert
Having a stance for learning and listening to people's ideas/visions/thoughts creates great creative work.
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7. Start making stuff (fast)
This is 72andSunny's company ethos. If you keep theorising, you have no means of finding out whether the idea is going to create impact. Prototyping what would be the perfect creative helps you feel emotion, which shows a creative how their ideas will impact upon people.
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8. Embrace change
Dogmatic vs pragmatic- embracing change allows you to take a problem and utilise it as a means to create great work. Knowing when to admit you're wrong, and utilising it to help you is essential.
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9. Choose positivity
Negativity closes doors - optimism, gives you the courage to try things people wouldn't usually be brave enough top try. Good goes around.
Ads in this country all look the same; they appeal to the emotion of sadness and sympathy. We should practice more optimism and the opportunity to start producing great work.
Optimism is the number one greatest creative stimulant.
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