Simon Veksner: Is comfort overrated?
January 28 2014, 6:17 am | | 2 Comments
By Simon Veksner, ex-Head of Ideas, Naked Communications
I was once having a discussion with a head of planning. I was arguing that we shouldn’t put Creatives in brainstorms (or ‘workshops’, as they’re now called), because Creatives hate them. We just find the whole experience supremely uncomfortable.
“Comfort,” he replied, “is overrated.” READ ON…
2 Comments
I sat in one of these hothousing sessions recently and funnily enough it was instigated by the lead planer.
There were all kinds of people there and of course we were told not to criticise and anything goes.
Sure enough the ideas generated were absolutely terrible…but everyone left the room with a smile.
I think the planner called that meeting because she was not getting anyehere with the brief and wanted us to to her job.
Its very dangerous to speak up about stupid practices like this because then you will be labelled as not a team player.
@Olly – so true
one of the oldest tricks in the (usually)account’s man book. If you don’t have the resources to get teams to work on your brief – call a ‘training workshop, but it’s not all theory! You’ll get to work on live briefs!!! The joy!!!!”