Not every creative person is the same. Each creative has a different way of thinking of ideas, getting inspiration, and working with other creatives.
People who don’t know much about the advertising world and know I am a creative, think that I sit in front of photoshop a few hours a day and make pretty pictures. How I wish that were true.
Others that are in the advertising world, but haven’t worked with creatives per se, mostly think that creatives do not know about strategy and how to correctly perform research. This might be the case for some creatives, but not all. Many creatives I have encountered in the program know how tackle a campaign by first researching about the brand, finding the flaws, and coming up with insights, concepts and ideas that will fix that flaw. I am this type of creative.
When a planner has to deal with a creative, it is important for them to know that the experience they had with a past creative may be completely different than the one they are about to have. A past creative may have not wanted to be a part of the research aspect, but some creatives actually find that very helpful and will like to be a part of the process from the beginning. It really depends on the person.
It is important to have these discussions before beginning any projects to know how the team is going to work together. It makes the whole process a whole lot more pleasant than if these misconceptions turn into problems that are not resolved.
