To cut through rather than be cut out
I and the rest of the NEO team have always been of the mind that it was our job to stay out of the limelight, not to become social media demons or awards junkies.
Our primary focus has always been (and will always be) to help our clients develop the type of proposition, brand strategy, campaign planning, design materials and content they need to attract the attention they want from their target audiences.
We like providing our clients with the tools to shout about who they are, what they do, think and have to offer. We wouldn’t be doing what we do if we didn’t. That isn’t to say we advise clients to shout about just anything. Knowing when not to shout is just as important, sometimes more so. We aren’t interested in creating white noise that is tuned out. We want people to tune into our clients.
To cut through rather than be cut out, you need to ‘think creative’. You’ll probably hear us mention this more than once, but we particularly like the term ‘think creative’. To ‘think creative’ is multi-dimensional. Like a piece of cubist art or a 360 stop motion video, it is about looking at things differently. It is about being able to challenge existing ways of seeing and doing things and to shrug them off altogether if necessary, to think around a problem to come up with the most effective creative solution. But, despite being a creative process, it implies the presence of consciousness and critical reasoning.
When you ‘think creative’, you open up the barriers to your reasoning, rationalise, interrogate and then act (or not) on an idea, ensuring it has the best chance of achieving your objective. This isn’t about being creative for creativity’s sake.
As an aside, the opposite term to ‘think creative’ might be to ‘think constrained’, which in itself is a ‘brand constrictor’.