Last week, I conducted an experiment on behalf of The Drum magazine to see if alcohol does, in fact, make you more creative. Those of us old enough to remember the three-pint lunch have a sneaking suspicion that it can play a positive role. As long as it doesn’t turn into the six-pint-and-a-chaser lunch, of course.
So I’ve written a little piece in The Drum about it – which you can read on their website.
And, thanks to the film-making skills of Tom Baker, I can also share with you this lovely little teaser video:
We’re just about to put the ideas into testing to see if creatives work better with or without alcohol.
Once we know, you’ll be able to read about it in the magazine – and enjoy a full-length documentary video of the shenanigans.
I’m doing some talky stuff again in a couple of weeks at The Drum’s 4 Minute Warning event.
I’ll be talking about innovation and how to make it work in business.
And as much as I’m delighted to be at the top of the speakers’ list, I know that I only made it to that lofty position because of an alphabetical quirk.
So here are some of the other people who’ll be outshining me on stage:
- Laura Jordan Bambach – ECD of Dare and one of my favourite people in the industry
- Rory Sutherland – Vice Chairman of Ogilvy, TED talker and tip-top raconteur
- Russell Buckely – one of the founders of AdMob
- Justin Cooke – Chair of BIMA and founder of Fortune Cookie
- George Prest – ECD at R/GA
- Ken Robertson – Head of Mischief at Paddy Power
- lots more incredible people
If you’ve not got your tickets yet, it’s not too late.
A couple of weeks ago I was having a transatlantic chinwag with my chum Doug Zanger at Advertising Week. I’m helping them out with something exciting that I’ll be announcing soon – but in the meantime Doug asked me to write a piece for their blog. And because I sounded so excited about the time I spend at the School of Communication Arts, he wanted me to write about it.
So I did.
And you can read what I wrote right here.
This isn’t a joke. I’m working with The Drum to conduct a little experiment. And we need some advertising creatives happy to be tested upon.
We’re calling this The Newt/Judge Experiment (work it out yourself). And it will go like this:
- We’ll have two teams (each made up of one senior creative team, one middleweight team and some students).
- Everyone will be given the same creative brief.
- One team will consume lots of free booze while they work. The other team will be tea-total.
- At the end of the night, everyone submits their work.
- The work is then judged by top creative directors (to be announced soon)
- Our findings are announced.
The whole thing will be covered by The Drum (who will also be picking up the bar tab!)
We’ll be conducting the experiment in 3 or 4 weeks. Think of it as practice for the Christmas party season.
All we need now are the creatives!
If you’re interested – or you know others that would be – send an introductory email to email@example.com
Spread the word!
Thanks to my book, I’ve spent much of the last year explaining the creative process to people and showing them how to have more ideas.
And during that time it’s become clearer and clearer to me that most organisations are actually set up to destroy ideas. Every part of the process leads to compromise, adequacy and the destruction of anything truly fresh.
That has led me to starting work on another potential book about how organisations destroy creativity; and what they can do to help it flourish.
So I decided to do my Silicon Beach talk about these very issues. But – to make it more interesting – I decided to do it from the opposite point of view. This talk is an instructional guide on how to murder ideas before they can have any effect on a business.
I’ve recorded a voiceover so you can hear most of what I spoke about. It’s less than 10 minutes. Enjoy!