Unleashing Fresh Ideas: Mastering the Creative Process

Masters in Marketing Agency

Dive deep into the world of in-house marketing agencies with expert Kasper Sierslev, Chief Commercial & Creative Officer at Zite. Kasper unveils the intricacies of creativity and process-driven success. Explore his unique model that combines efficiency with innovation and learn the art of churning out impactful ideas while fostering a thriving workforce community. It's an episode brimming with insider tips that bridge the gap between abstract creativity and tangible business outcomes, a true treat for the marketing-minded!

Here are a few of the topics we’ll discuss on this episode of Masters in Marketing Agency Podcast.

• The art of bad ideas vs. great outcomes.
• Building communities within in-house teams.
• External creatives enrich in-house ideas.
• Two-day co-creation sprints with experts.
• Process and creativity walk hand-in-hand.

Resources:

• Zite
• DevNoodle
• Win-Win-House

Connect with Kasper Sierslev:

• LinkedIn

Connect with our hosts:

• Josh Hoffman - LinkedIn
• Alex Garashchenko - LinkedIn

Quotables:

• 19:42 - What are this relatable truth that you and I know, but we never really talk about it. So I really like that. And I think it's for that part. I mean, I write a lot of these things down in my notebook or on my phone when whenever I notice weird things say, oh, maybe I could use this at something at some point. And I look it up whenever I have to come up with an idea.
• 20:38 - I mean, for the first, I don't know, 20, 15 years of my career, it was really scary showing your bad ideas and telling them it was like taking all your clothes off and just say, ah, here I am, look at me. But it actually, it's the best, best advice I could give anyone is just share all your bad ideas. Just lay them out there and it will at one point, if you keep going, inspire the person you're sitting next to come up with something slightly better.
• 26:04 - Sometimes we use AI to just spark something, something you can put up the walls. I mean, it's literally we put things on the wall, we [use] very old fashioned white paper black ink and so on. So if you can draw it badly and you can write it with an ink marker on a piece of paper and people understand it, then I'm sure it will work whenever you bring in photographers or 3D artists or whatever.
• 28:19 - I don't think inspiration is for amateurs at all. I think inspiration is really important. You have to visit places you haven't been before. Look at, I mean, I love going to a thousand Europe or Japan or something, and look at the advertising, look at the art, look at the streets and everything. Read magazines I haven't read before, hear new music, etc. Not necessarily to do something now it's just to fill up, as you say, you know, fill up all the brains with weird things and at one point you connect them. Creativity is really, you know, connecting.
• 42:10 - I'm not scared of the gut feeling, but I also know that if I have to sell it in afterwards, I have to do the rational thing. I was doing a lot of car advertising couple of years back and we always had like this, you don't buy a car for the meth or the specs, you buy it for how it looks or how it feels in the curves or something like that. But you need to have that kind of, we call it the pop argument when you are explaining it to your friends at the pop or your wife. You say, oh, but it really goes really fast on the mileage or it's really efficient or it's safe or something like that. But it's a feeling that you buy that makes you buy the car.