Train your Creativity Muscle

Oana Bulexa is Managing Director at MSLGROUP The Practice, in Romania. Over 13 years, she has coordinated multiple-awarded campaigns for over 50 clients, has been a juror for creativity competitions (Eurobest, Stevie Awards, ADC*Ro Awards, Romanian PR Award), and has been a speaker/trainer on creative thinking. Oana believes creativity should be the perpetual state of mind of every communications professional. 

Creativity is a main ingredient, not a spice!

Creativity is often considered an extra in communication. When we (agency, client) want something special, we say “this time we should do something creative.” Which is both wrong and restrictive. 

Creativity is not an optional spice that you use only when you want some extra taste. It is a mandatory that you use all the time, if you want the recipe to turn into a tasty dish. It means a smart, special, new perspective on every piece of communication.  

Creativity doesn’t always mean the big idea of the campaign, but also the small ideas in each and every step of the campaign. It’s in how you approach journalists differently than ever before, how you engage opinion leaders and consumers in an exceptional way, how you approach a media pitching differently than before. We mustn’t be afraid of small creativity if we want to reach the big creativity.

Of all communication disciplines, PR probably needs creativity the most. It’s our daily routine and high sense of spotting risk at every corner that makes us too down-to-earth, too afraid to take chances. But creativity is indeed about taking chances, not about taking risks! So don’t be afraid of creativity!  


5 Rules to Train your Creative Muscle

Here are the 5 rules we apply each day at MSLGROUP The Practice, because each and every day we must train our creativity muscle:

  1. Don’t be pleased with the first idea.
  2. Know other cultures, domains, professions.
  3. Research, research, research.
  4. Don’t rush into criticizing ideas.
  5. Don’t forget to connect creativity with the brand and the audience.


Creativity should lead to results

For many, creativity still means crazy ideas with no other purpose than to shock. No matter how suited an idea is, if it brings buzz and reactions from the public, then we should adopt it! Wrong again. We mustn’t confuse creative with sensational. There are so many unfortunate ways to mistake one for another:  Misleading mass media. Lack of connection between a wow-teaser and a completely disconnected revelation. Using risky pranks as creative gimmicks. PR stunts/ events with no connection to the brand or the brief objectives. Wrong endorsement, just to piggy-back on the hot star of the moment.

Everyone knows at least a few examples from above and everyone knows it doesn’t always end well for the brand. 

At MSLGROUP The Practice, we believe in “Results through Creativity,” which is both our motto and our mantra ever since the agency was founded. This is what made us the most awarded PR agency in Romania. It is also what makes us work on creativity each and every single day. 

 

Being creative

No matter what your role in your organisation, keep in mind a few things that will make everything much easier and more rewarding:

  • Creativity can be learned and nurtured, it is not necessarily a gift you are born with.
  • In order to be creative you must want to be creative in the first place.
  • Creativity doesn’t come out of the blue, it is based on keen observations, clever research and thorough documentation.
  • A good, creative idea can come from anyone, so trust people.
  • But a good, creative idea cannot be spotted by anybody. For this you need practice and good communication knowledge.
  • Never give up on being creative. It’s the most rewarding role you have, it’s the one that will always keep you alert and enthusiastic.
  • Don’t throw away ideas, even if they are not suited for the brief. They can always be worthy for a future one.

This post is a part of our People’s Insights report The Future of Creativity, in which experts from MSLGROUP and some from Publicis Groupe identify 15 drivers for engaging creatively in 2015.

The Future of Creativity – People’s Insights by MSLGROUP

People's Lab

People's Lab

People’s Lab is MSLGROUP’s proprietary crowdsourcing platform & approach that helps organizations tap into people’s insight for innovation & change.

11 Responses to “Train your Creativity Muscle”

  1. @MonicaJitariuc

    Creativity is based on keen observations, clever research and thorough documentation – @OanaBulexa on #Creativity http://t.co/5uF9k4IAq1

    Reply
  2. @MonicaJitariuc

    We mustn’t confuse creative with sensational. @ThePracticeRO’s @OanaBulexa on #FutureofCreativity http://t.co/NVMmHsDoNH

    Reply
  3. Pascal Beucler (@pbeucler)

    Creativity is a main ingredient, not a spice! – @OanaBulexa on #FutureofCreativity #mslideas http://t.co/uvuaxUbUBD

    Reply
  4. @narendranag

    Creativity can be learned & nurtured, it’s not necessarily a gift you are born with – @OanaBulexa on #Creativity http://t.co/PEhbGeExXC

    Reply
  5. MSLGROUP Peoples Lab (@PeoplesLab)

    Train Your Creativity Muscle – @ThePracticeRO’s @OanaBulexa on #FutureofCreativity http://t.co/aloOmrG1tP

    Reply
  6. MSLGROUP Peoples Lab (@PeoplesLab)

    We mustn’t be afraid of small creativity if we want to reach the big creativity – @MSL_GROUP’s @OanaBulexa http://t.co/LoWaT2IlWT

    Reply
  7. MSLGROUP Peoples Lab (@PeoplesLab)

    Creativity is a main ingredient, not a spice! – @OanaBulexa on #FutureofCreativity #mslideas http://t.co/LoWaT2IlWT

    Reply
  8. MSLGROUP Peoples Lab (@PeoplesLab)

    Creativity is about taking chances, not about taking risks! Don’t be afraid of creativity – @OanaBulexa http://t.co/LoWaT2IlWT

    Reply
  9. MSLGROUP Peoples Lab (@PeoplesLab)

    We mustn’t confuse creative with sensational. @ThePracticeRO’s @OanaBulexa on #FutureofCreativity http://t.co/LoWaT2IlWT

    Reply
  10. MSLGROUP Peoples Lab (@PeoplesLab)

    Creativity is based on keen observations, clever research and thorough documentation – @OanaBulexa on #Creativity http://t.co/LoWaT2IlWT

    Reply
  11. MSLGROUP Peoples Lab (@PeoplesLab)

    Creativity can be learned & nurtured, it’s not necessarily a gift you are born with – @OanaBulexa on #Creativity http://t.co/lHnw27uiVl

    Reply

Leave a Reply