The discipline of creativity.

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Sounds a bit of a contradiction, but that's a fact of the matter. As a long term creative it's all about method and practice, ensuring works produced are 'on trend' and 100% effective. Creativity is applauded widely now days, but simply for the sake of it - is missing the point completely. The dynamics of modern marketing and the ever changing digital environment we work in, means that communications must engage and

cut through the virtual cloud of messages that confront us every day. Great creative thinking and execution is a must have business commodity, however it needs to be relevant and disciplined in order to be heard above the average.

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Communication is the key.

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It may sound surprising, but as a professional story-teller the key to success is actually listening. Whether that’s when the initial brief is being provided by a Client or Media Manager, keeping abreast of current market trends or most importantly, considering the end-user and where the content will be pitched. You may think you’re the most creative cog in the marketing machine, but unless you have the ability to listen, really listen to other ideas and perspectives there’s a good chance that even your best work could fall on deaf ears. Telling great stories that others enjoy hearing, is all about listening.

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Experience really does matter.

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The truest form of knowledge is experience. Over many years working in the Design and Advertising industry, this principal has always been front and centre when developing an effective promotion or campaign. The job is to communicate, to evoke what a customer is looking for in any given product or service. Immersing yourself in the same, as the consumer is crucial if you want to convey a genuine first hand experience. By doing this your stories will be authentic and if delivered creatively, audiences will be able to place themselves in the frame you’ve provided. And yes, years of experience in this game also matters. When the broader art of visual dynamics is mastered, crafting and distilling a simple powerful message is a real game changer in an ever more cluttered marketplace.