Alright, time for a little confession. When I kick-started my career, I was driven by an insatiable desire to climb the creative ladder at breakneck speed. I coveted all those fancy titles and the accompanying perks, and I wanted it all pronto! However, I swiftly came to realise that it wasn't just the title itself I was after. What I genuinely wanted was the prestige and recognition that came with it, without necessarily having the complete understanding or experience to back it up.
Don't get me wrong; ambition is very healthy and an excellent driving force, especially for creativity. The crucial part is to channel your ambition for the right reasons and in the right direction.
Here's a piece of advice: Do the bloody work!
It might sound like a no-brainer, but it's a fundamental truth that's worth emphasising. To become a good, perhaps even a brilliant creative, you need to put in the hard yards, consistently producing creative work, and do it over and over again. Even if you're blessed with ‘natural’ talent, only real-world experience can help you grasp the intricate nuances of working in creative marketing and provide you with a genuine understanding of the challenges which come with successfully meeting a brief.
Did you know that Stephen King, the prolific author of countless bestsellers and master storyteller, is dedicated to writing every day? Even when he faced rejections early in his career, he emphasised the importance of consistent daily practice. Before they became the iconic band we know today, The Beatles performed extensively in Hamburg, Germany. They played long hours in small clubs, which helped them fine-tune their skills and develop their unique sound.
Do, learn, repeat…
In my twenties and thirties, I spent most weekends – when I wasn't slinging drinks at a bar for extra cash – working on my own projects, often alongside a bunch of like-minded mates. We created music videos for other mates, organised costume parties that demanded design, planning, and coordinated execution, and dabbled in dance, music, and festival events as side hustles. Little did I know or understand at the time that every moment I spent doing this was adding to my bank of experience and fine-tuning my skills, while I was also doing something I wholeheartedly loved.
Even today, I can genuinely say that every single project I’ve ever tackled, whether my own or for someone else, has been an invaluable learning experience, even the ones that didn't go so smoothly (in fact, those are often the ones I've learned the most from!). Each project has offered me fresh insights into various aspects, such as understanding how and why an audience responds to different elements, gaining a deeper insight into the mindset of different clients and how to collaborate more effectively with them, honing my ability to troubleshoot and make level-headed decisions under pressure, and gaining a deeper understanding of the mechanics of creativity. Not to mention, it's taught me that if you add A to B, it sometimes doesn't make C, but rather D, E, and F and even then, it depends! You can’t learn this from a book or a video, or at a university or college, it only comes about from doing and being!
I’m not saying become a 24/7 working machine - all work and no play makes the creative burn out faster than a cheap sparkler from the two-dollar shop! What I am saying (if it needs to be said at all) is not to make your main career goals about titles and perks but instead make them about being the best creative you can possibly be.
At the outset of your career, you might encounter projects or tasks that don't initially appear very challenging or even creative. For example, I once had to painstakingly count out one white piece, one green piece, and two red pieces from a 10kg bag of dry cat kibble, all at the client's request, to create the perfect balance in a glass bowl for a TV commercial. True story! However, if you approach each project as an adventure and as an educational opportunity, knowing that you'll leave it having gained more knowledge than the day before, it can transform your perspective.
The British singer-songwriter Ed Sheeran gained fame through relentless touring and performing. His dedication to perfecting his craft and writing numerous songs is undoubtedly what has contributed to his tremendous success. Da Vinci was a true Renaissance man, excelling in various fields like art, science, and engineering. His extensive notebooks are filled with sketches, ideas, and observations, reflecting a lifelong commitment to learning and improvement.
Since practically each project we work on comes with its own unique set of requirements, our creative world essentially functions as an ongoing learning environment if you approach it with an open mind. The more you throw yourself into your work, the more you'll learn, and the better you'll become at your craft. It's not about titles and prestige; it's about the journey of continuous growth and self-improvement, which leads you to discover your inner brilliance.
So, embrace the work, all the work! The boring and the tedious, the difficult and the challenging, the small and the large! Even create your own work in your own time and you’ll no doubt soon uncover your inner star and hopefully not have to count out cat kibble.
Screen grab from my multi-award winning virtual event "Secrets of the Archibald Prize". At the height of COVID, this project used nearly all my skills (learnt over the years) as we transformed an in person event into a totally engaging, interactive and informative online show. For EY and Jack Morton Worldwide.
Exceptional Creative
An award-winning experiential marketing project created by veteran and younger creatives working together is the "Fearless Girl" statue in New York City's Financial District. This project was led by the advertising agency McCann New York and their creative team.
Fearless Girl was unveiled on March 7, 2017, on the eve of International Women's Day, and it was commissioned by State Street Global Advisors to promote their gender-diversity index fund. The bronze statue depicts a young girl confidently facing the Charging Bull statue, which is a symbol of Wall Street. The project was intended to highlight the lack of gender diversity in the leadership of many corporations and to inspirechange.
The Fearless Girl quickly became a symbol of female empowerment and garnered significant media attention and public engagement. It won numerous awards, including the prestigious Grand Prix for Outdoor at the Cannes Lions International Festival of Creativity in 2017. This award-winning activation not only conveyed a powerful message but also engaged the public and generated a meaningful social impact. Explore more here: FEARLESS GIRL
Mentor Tip
To boost your creative skills, start by refining your ideas and seeking inspiration from the best work within your creative community. You can do this by exploring award websites and well-known industry magazines like CANNE LIONS, MUMBRELLA, and THE DRUM
These platforms showcase top-notch projects that have not only captured attention but have also earned significant recognition. The key is to dive into these exceptional works, not just to admire their success but to understand WHY they've been so highly acclaimed. It's like uncovering the secrets behind a magic trick, dissecting their brilliance to learn what sets them apart. So, be curious, explore these resources, and use them to supercharge your own creative projects.
Contact me
Have you got a subject you'd like me to address in a future article? Either comment below or email me the topic, or I'm happy to answer a short question privately. belinda@bellacreative.com.au
If you want to know more about me, explore my website above. Feel free to share on your socials if you enjoyed reading this.