Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Those who are engaged in creative business are faced with these issues and dilemmas every day. It is common understanding that the most original and innovative ideas are those that reject the traditional rules. However, if we look at some of the most unique creative ideas, we can see that these unique creative ideas share a common pattern of thinking. The pattern that helps creatives to come out of the usual molds and encourage them to create those winning ideas that provoke public attention and win awards at festivals.
The quest for creative solutions that deliver results, which are at world level and have success at international festivals, is the goal to which McCann agencies are devoted. Therefore, the investment in education intended for advanced creative thinking is a natural step towards achieving that goal.
Creatives from the McCann agencies operating within the I&F McCann Group in Serbia, Croatia, Macedonia, Bosnia and Herzegovina, Montenegro and Albania, started the 2016 with creative education led by Ravid Kuperberg. Ravid is one of the partners in the Israeli company Mindscapes, specialized in improving the creative processes and working methods in advertising. Through interesting lectures and workshops, creatives of McCann agencies learned about new creative tools, in order to systematically improve their creative thinking, and get acquainted with concrete ways to achieve better creative product, in accordance with the latest trends in advertising.
Sandra Vujović, Concept Developer / Copywriter at McCann Podgorica, said that the workshops have showed her inspirational shortcuts which can lead to good ideas if we know what we want and what we’re looking for, and added: “Good ideas may be found right there, just around the corner. The creative tools help us recognize them faster, and also allow better focus during brainstorming and assessment of briefs from a different perspective.” Approach to briefs from a completely different perspective was also one of the impressions of Gazmend Pinjolli, Senior Art Director at McCann Tirana, while his colleague from the agency, Art Director Flonia Vasia, pointed out that presented creative patterns bring novelty into the creative process and can assist any creative to develop new, fresh ideas. Flonia also added: “The tools are practical, easy to implement and are very suitable for the identification of potential ideas.” Regional Creative Director at McCann Adriatic, Ivica Spasovski, pointed out that every creative idea is developed and obtained through a precise application of one of the tools. “The inspiration and talent are just part of the bigger picture. Systematically used brainstorming always produces excellent results,” said Ivica. His opinion is shared by Petra Gajica, Strategic Planner at McCann Zagreb: “The presented tools are great for both speeding up the work processes within the agency, and for speeding up one’s own mental processes. Although very systematic and based on strict patterns, already while working on briefs at the workshop this approach showed us that the end result is improved creativity and a lot of ideas.”
Perhaps you can’t learn creativity, but you can certainly “train” it and improve it. When we have a clear path and thinking methods, or tools, it is easier to move towards the right creative results.
Ravid Kupeberg had the opportunity to cooperate and exchange experiences with many creatives from our region: “I’m impressed and excited by the creativity in this area. I hope that the clients will also recognize this creative potential and that soon we will see more concrete results as a confirmation of this in the form of prizes at Cannes.”
In addition to two Cannes Lions, McCann agencies that operate within the I&F McCann Group have won more than 400 awards at international, regional, and local festivals. This creative education will certainly help them in “finding the way” to some new “winning ideas”.