Episode 18: Creativity, Constraints & Culture
Charles Wigley has over 30 years experience in the world’s best ad agencies, having worked in London, Hong Kong, Sydney. Most recently as Chairman of BBH Asia, based in Singapore.
Today, Charles is based in the UK, running his own consultancy. In this podcast, we discuss some of the insights and wisdom he shares in “100 things a planner should know”, which can be read here.
Creative Alignment
Understand your client’s definition of creativity - it may be very different from your own. Paul Arden
“One of the first meetings we need to do is chat to the client about creative work - looking at their category and others - to get a feel of what they like…Establish what they like and understand why.”
Constraints
Ambition coupled with constraint is the greatest ally of creative thinking. Adam Morgan
“A lot of advertising suffers from being over-produced, but when you boil it down there’s not very much inside it ideas wise.”
“You need to build in time to walk away and come back with fresh eyes.”
Culture
“A company that won’t rush to compromise.”
“A place where you will fight for good ideas.”
Hiring Graduates
‘You are looking people who are inventive, who have drive, who are interested in the world. Energy and determination shouldn’t be underestimated.”
“A lot of colleges and universities are far more encouraging of debate and challenge and that’s helping enormously.”
“Getting stimulus from all over the place is key, because that will jolt you. Going to an exhibition, a new country, meeting new people can jolt our brain to look at things from a different perspective.”
Singapore & Asia
“What you realise when you leave a city like Singapore (and move back to Europe) is the degree to which Singapore (and many other cities in Asia) are really at the core of where the world is going, plugged into many aspects the future and have an unrivalled sense of energy and possibility about them.”
Book Recommendations
Eating The Big Fish: How challenger brands can compete against brand leaders
The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organisation
A Beautiful Constraint: How To Transform Your Limitations Into Advantages
More from Charles Wigley
