72andSunny Chief: “Forget The Pig, 2019 Should Be The Year Of Creativity”
In this guest post, 72andSunny’s president and partner Chris Kay says forget the pig this Luna New Year, it’s time for adland to put creativity squarely back on the table…
As the Lunar New Year arrives, and we reflect on the past and get inspired by the future, it feels like this year, beyond most, in addition to being the Year of the Pig, should be the Year of Creativity.
“But shouldn’t that be the mission for what companies like yours do every year?” And the simple answer is Yes.
But as our industry, broader culture, and the world of work evolves at an even more rapid pace than it ever has before, it feels like a pivotal time to refocus the belief that creativity is the most important weapon in modern commerce today.
That weapon of creativity is something that it feels like our industry, us included, has at times lost sight of as we adapt to market conditions. What I really mean by that, is that it feels like there has been a rapid devaluing or deprioritisation of Creativity, driven by a rush at times to take the easier, safer, cheaper option, versus the harder, braver, investment that truly drives business change.
At this moment of Lunar New Year reflection, we thought we would share a couple of lessons we have learned recently that might provide a source of inspiration to others as we all keep pushing the industry forward.
Creativity at its best, is a beautifully diverse, innovative piece of thought that inspires a holy-shit reaction the moment you hear it, feel and want to build it. That comes from a diverse group of thinkers (agency and client), who have culturally and professionally diverse backgrounds that create that spark. Globally, we have a mission to expand and diversify the creative class that means locally we have a vision of building a company that looks and sounds like modern Australia, versus one that looks and sounds like me (middle aged English dude). One way we tried to do this, is by partnering with the Australian Film and Television and Radio School to create a diverse feeder program, which breeds a modern group of cultural makers versus traditional advertising thinkers, in an effort to bring entrepreneurial energy into the business, to broaden the scope of inspiration in our teams.
Creativity comes from conversations and collisions versus presentations and meetings. We have a simple equation that good people, having good conversations can lead to great stuff. In our company we aim to empower the creative voice in all. We try to spend more time at the wall building ideas with client partners, by believing in an improvisation philosophy of “Yes And…” as a way to build thinking, and by collaborating optimistically, as a closed door to a conversation might stop the genius idea getting out. Not rocket science we know, but losing the ego and having a chat is refreshing and inspiring in equal measure.
Inspiration can come from anywhere and experiencing the world is way better than being sat at your desk. A guiding principle of ours is to be constant learners. No-one in our company is an expert or smarter than others. We all learn from each other, and having a posture where we bring inspiration from culture to the table is important. As well as giving our talent unlimited leave so they can get out and see the world, we created a research product recently, you can steal it from 72voices.com, which has helped us understand the changing shape of modern australia, and how creative entrepreneurship can change a nation. Meeting 72 awesome people in Australia and Singapore, opened our minds to more potential, and reminded us of the importance of being magpies out in culture.
Creativity is opinionated and we shouldn’t be ashamed to have a POV. In a highly competitive industry like ours, sometimes it’s safer to do the expected thing, or the requested thing, but true magic comes from being smart and unpredictable, and at times challenging and having a belief in what’s right. For us there is no magic formula beyond having a belief in our ability and having a POV as hopefully the experienced people we aspire to be should do. Try it, it’s fun.
The final thing we thought we would share, as more than five learnings might turn a bit preachy, is that creativity is odd-shaped, and it’s cool to embrace that. As a business we’ve learned to value the broadness in a brief, and the multi-faceted requests that a modern brand needs from partners like ours. Recently, instead of pushing against this to try to sell a one size fits all solution, we have enjoyed a fluidity to our product offering which has been both liberating and creatively challenging. Whether that is creating a brand from scratch with our brand creation tools, building purpose into client business through our brand citizenship practice, getting media thinking closer to our creative output, or being a quick-to-market content maker www.hechostudios.com. We have loved the challenge of being told that the way we are needs constant evolution as we keep up with the pace of change in our clients businesses.
So as the a new lunar year approaches us, and according to Chinese predictions of 2019 being a year for more generosity in the air, it felt like a good moment to reset ourselves, and share the things we learned. Hopefully there might be something that sparks another company, person, or partner, to help push the broader creativity agenda forward.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.