This is an immersive experience. I probably cried 12 times yesterday – my Pavlovian response to the work we do – listening to these stories of birth and death, fear, hope, and transformation. And then there’s the sun, and the rosé, a dose of cynicism and lack of sleep, and so many moments of connection and inspiration. Amidst all of this, floating betwixt and between, I am circling round a question. How do WE do more of this? How do my agency teams in London (Digitas Health LifeBrands and Saatchi & Saatchi Health) look within ourselves and MAKE more of this work which changes lives? As I dance with that question, let me share three themes I’m considering.
“Creativity” versus “creative.” It isn’t the responsibility of one agency capability to make this happen, it’s on all of us.
Alive, everywhere. I’m borrowing a phrase used by Craig Chester of Saatchi & Saatchi Health Sydney to describe the best work he reviewed as a member of the jury. It is not our role to put messages into channels but instead to develop generative concepts which are alive, everywhere.
What got us here won’t get us where we need to go. Dr. Naveen Rao MD, FACP spoke about the need for creative solutions to saving women’s lives around the globe. So as we strive to find these generative ideas and bring them to life, we need to be open to working differently, to new skill sets, to new processes and questions. We need to continue to transform ourselves in order to transform our clients, in order to tell stories, share information, deliver tools and services which make a difference.
On Sunday I fly back to London; on Monday back to the emails and the meetings and the barrage of the day to day. But throughout, I’m going to look for ways, big and small, to take us where we need to go.