Sunday, 13 January 2013
Creative Mischief by Dave Trott
I caught up with some reading over Christmas. Aside from ploughing through a couple of novels, I finally read ‘Creative Mischief’ by Dave Trott, executive creative director for CSTTG.
The book doesn't have a narrative of sorts, but rather offers a collection of anecdotes and fables from Dave's time in advertising. It’s an excellent read and offers plenty of creative food for thought.
One of the things that struck me while reading the book was just how many of Dave’s tales started with someone giving voice to a risky idea; a ‘that will never work’ concept from a creative director or copywriter which many would have considered too unsafe to run with. It's a book full of stories about these risky ideas and how, eventually, these concepts evolved into some of the most celebrated and successful advertising campaigns.
Dave's point is that many risky ideas don't see the light of day because, ultimately, there's a chance they might fail. He argues that, as creatives, we'd rather place our bets on a safe idea with a precedent of success, rather than face the risk of failure with something that's never been tired before. As I said: food for thought.
As an aside, after reading Dave's book, I read an apt quote from ShellSuitZombie the other week about social media: 'If you're not bricking it, you're not doing it right.'
If you feel so inclined, you can download a copy of Dave's book here.