Guy Thornbury-Phillips’ Post

What a load of waffle 🤯   When I started working in industry, I quickly learnt that marketers love jargon – so many buzz words, all used interchangeably, And the worst part? When people nod along, without really knowing what the output of a ‘platform’ or ‘creative wrapper’ should be.   I’ve seen firsthand how this can trip up internal teams, or cause misalignment with clients. So I try really hard to be consistent with my language. And for those who may be reading this and starting their career, here is my go-to glossary 🌟   ✔ Insight – a truth that makes you go ‘ah ha!’. This can be about your audience, or the market you’re playing it. It should never be obvious, and should always help the creative team look at a challenge in a new and interesting way.   ✔ Proposition – the single, most important thing you want to say in a campaign, or about a brand. This should be unique and focused. And it’s more important that it’s a clear, easy to understand statement for the creative team, rather than trying to get to a headline or strapline. If the proposition is good enough, the creative team can easily get to those.   ✔ Big idea – a creative thought which brings the proposition to life. The best big ideas are channel agnostic and are, instead, built around a really strong concept. You want to be able to explain your big idea without needing to draw a storyboard.

The Acknowledgment vs. The Result: A Creative Conundrum 🎨 So, here’s the scoop: I’ve been in the creative game for about three years now, and there’s this one question that keeps popping up like a Jack-in-the-box: Which matters more — getting props or getting results? Confession time: I’m not great at taking compliments. Even when I crave them, there’s this little voice in my head saying, “Hey, did you miss something?” But then, there’s this urge to stand tall, shout out about the hard work put in, and demand some recognition. But when’s the right time for that? On the flip side, there’s the waiting game. The thrill of seeing my project take off, winning hearts and minds, validating all those late nights and brainstorming sessions. But how long do I wait for that? In the whimsical world of creativity, where ideas can sprout like wildflowers in a matter of minutes or incubate for what feels like eons, there are no clear-cut answers. It’s a dance between asserting ourselves and letting our work do the talking. So, for now, making peace with the paradox.. Take a stand when the fire in the belly demands it, and also learn the art of patience, knowing that sometimes the universe has its timing. P.S. Whether it’s the thunderous applause or the quiet hum of success, knowing that every step, stumble, and breakthrough shapes my narrative in this beautifully chaotic industry I call home. By the way, I’m all ears for your take on this eternal puzzle! 🤔💬 #creativeindustry #marketing #corporate

Thoughts-provoking. I believe we are to blame for generating that expectation. I used to work for a small advertising company, and we would have extended brainstorming sessions with our boss before her meetings; nothing unusual here. After some time, I transferred to another organization, and there was a terrific project with a bank. I proposed a collaboration with the old studio, and during the meeting, I was astounded by her "ideas on the spot.". I had no idea she did that; it was obviously the type of idea she would have gotten from previous brainstorming sessions, but she "came up" with it during the meeting. I am not sure if everyone does, but as a freelancer, I have seen clients look down on me when I say I will need some time to come up with something good, or prospective employers ask me to come up with creative solutions to their problems or how long it would take me to fix a failing aspect of their communications during a job interview. The expectation that creative people have instant solutions to all creative problems or that this is the standard for measuring creativity is mostly our fault.

Creatives - want to make a real impact? Become a 𝗟𝗼𝗴𝗶𝗰𝗮𝗹 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲. - Spot opportunities where others see obstacles. - Become the go-to person for solutions, not just ideas. - Supercharge your output. Apply this system to anything that comes your way: 1/ 𝗙𝗶𝗻𝗱 𝗮 𝘄𝗼𝗿𝘁𝗵𝘆 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 Look where no one else would look 2/ 𝗗𝗶𝘃𝗲 𝗗𝗘𝗘𝗣 𝗶𝗻𝘁𝗼 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 Excellent research is your secret weapon 3/ 𝗔𝗹𝘄𝗮𝘆𝘀 𝘀𝗲𝗲𝗸 𝗰𝗼𝗻𝘁𝗲𝘅𝘁 Why is something working? Who is enjoying it? 4/ 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲, 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲, 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲 Build Measure Learn. If you're not posting you're not learning. 𝗙𝗼𝗿 𝗺𝗲, 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝗲𝗱 𝗹𝗶𝗸𝗲: - Started with a passion for film. - Applied my skills to YouTube videos, exploring the platform’s potential. - Started listening to Jay Clouse, researching the field - Used my knowledge to help get million of views for mammoth personal brands like Chris Donnelly & Ben Askins - launched a business, practicing what I preach daily Most creatives aren’t known for their practical skills. But when you combine creativity with logic, you’ll stand out like a 𝗱𝗶𝗮𝗺𝗼𝗻𝗱 𝗶𝗻 𝘁𝗵𝗲 𝗿𝗼𝘂𝗴𝗵. Want to learn more about viral video? Follow Joden Newman.

This also applies for asking people to give feedback or responses on the spot. Depending on our personality preferences and the energy level we have in the moment, some may need a hot minute to reflect and process. It’s not just about being considerate, it’s also about giving people what they need to give their best creative work, ideas and thoughts.

Creativity block? Go for a walk. Do something not related to work. Seek a way of calming your mind. Let ideas flow, analyze your thoughts, and highlight what is good. 👀🧠 Important: Take care of your sleep. You’ll see the change.

15 minutes anecdotal evidence is that speed has become the #1 criteria of what clients expect from their agency so how quickly the pizza comes has become as important as the pizza itself but who said life is fair, because clients' approvals too often take a long time to be delivered here's the deal: agencies need a good brief if they don't get one, they should write one and have the client sign off once the deliverables are clear, there should be clarity on how long is reasonable for completion feedback and approvals should also come on an agreed schedule agencies cannot continually run on emergency mode because a client isn't organized neither should agencies under resource their jobs for clients when there is mutual respect, better work and better results follow from my pizza hut days I remember it took about 15 minutes to make a pizza from prep to boxing that's with a clear order; dough type, toppings and size the creation of effective advertising also needs a clear order and more than 15 minutes.

7 REAL actions you that will help you to be globally successful as a creative: ▪️ Pour passion into what you do. Real creativity comes from a passionate mind, and not a desire to make some quick bucks (wink). ▪️ Collaborate and get ideas from other people. Asking the right questions and collaborating with other creatives fueled my growth. ▪️ Experiment a LOT and get to know yourself better. The reason any Creative stands out is because they've discovered their creative expression. You need to be known for something. ▪️ Aside from your client work, do passion projects. They'll help you learn to be confident with your style and hone your craft. ▪️ Embrace the fact that there’s no "right" way to create. The most "WOW" moments come from breaking the mold. ▪️ Don’t wait for the perfect moment or the best tools. Do the most with what you’ve got. ▪️ Accept that creativity sometimes takes time to refine. The best ideas often comes from persistence. Hats off to all the Creatives out here. Who's ready to make some Creative Moves?

Continuing the theme of expanding your creativity. I love this model. I don’t know the source, but I’ve tweaked it a little based on many years of work both in my own and other #creative agencies, and from honing my questioning skills. This really helps both individuals and teams gain clarity as they get laser-focused on their topic/project. It focuses on understanding the core, primary strengths of your idea, and how to develop these ideas and take them further, be more ambitious or even more specific around the most important elements. Tomorrow I’ll be introducing an important third part to this process.

Creativity, it’s the first thing to slip when the to-do list piles up… For a long time, I thought the only way to stay consistent with content was to plan out every detail, mapping out posts like clockwork. But the truth is, creativity doesn’t always thrive on a schedule. For some, it might mean setting aside specific times to batch-create. But I realised that for me, creativity is a daily practice that doesn’t quite fit into a rigid box. Instead of locking myself into plans, I shifted to a simpler approach “Documenting the journey.” Now, I don’t aim for the “perfect” piece of content. I look for moments in my day that feel worth sharing, a challenge, a breakthrough, or a new insight. Today, for instance, it’s a blend of calls, tasks, and some creative work. But sharing that experience, the insights that come from it, becomes the content itself. It’s real, it’s relatable, and it brings people along with me. Planning has its place, especially for video content, where pre-planning can make all the difference. But for daily posts? I’ve found that keeping it simple and authentic can go a long way. A quick video, an image, or a note captured in the moment often says more than something overly polished. In the end, it’s about what fits best for you. Whether you batch-create or document the journey, each approach has its own power. It’s all about aligning with your energy, goals, and style. Content doesn’t need to be polished to be powerful. It just needs to be real. What approach feels most natural for you?