For last week’s Nawras ADEATERSPEAK Column in Times of Oman, we had Luc Debaisieux writing on why it is exciting to work with new talents in advertising.
Luc is a consultant in communication, creativity and talent research, currently on mission as Head of TV for JWT Group in Brussels, Belgium. He runs “mindblob”, a blog dedicated to creativity and marketing communication.
Read Luc’s article: DARE! Why be the first to work with a new talent in advertising?
Click here to download a pdf.
DARE! Why be the first to work with a new talent in advertising?
By Luc Debaisieux
Welcome to advertising dreamland. This is a world where budgets are all comfortable, where timings are all cool, where working with confirmed directors is always affordable, where convincing clients is never a problem and where making impactful campaigns is obvious.
I must confess that writing this sentence pushed me into imagining this utopian vision for a second… and smile. As we all know, reality is quite different. Dealing with tighter and tighter budgets and deadlines, while aiming to gain the best ROI ever is indeed closer to the real advertising world.
When it comes to finding solutions, creativity is not only to be found within the campaign itself, it is also an indispensable ingredient of the production process. Considering new (unconfirmed) talent is definitely a way to open new doors, reach unexpected positive surprises and eventually innovate and score. Dangerous? Absolutely! Isn’t it always riskier to be the first to step on a new path and “believe” in a so called “new talent”? But at the same time isn’t the word “DARE” well integrated in our little “Good Advertiser Guide Book”?
Now, remember this: “confirmed talents” once were “new talents”. Talent is everywhere, but the right opportunity, the right connection, and genuine trust are a lot more difficult to find.
Open mind:
Finding talent is not complicated, really. They may come to you (many reach the doors of advertising agencies in their search for a job or to share their art). You may be a natural talent hunter. They may also simply cross your path one day, just by chance (they are everywhere, remember?). Two keys, though: have your mind, eyes and heart open. Then, if there are no immediate connections to one of your projects, memorize your impressions for later.
Appropriate project:
Maybe a more delicate part. If you’re convinced with a talent… be patient. Finding the appropriate and relevant “first project” is essential.
Trust and support:
When you decide to go for it, you have to give trust, respect and the best support to the new talent you’ll be working with. Better integration = better results.
Passion, commitment… and work:
New talent + appropriate project + hard work = convinced team. Convinced team = the best way to reach client and communicate on the right frequency.
Why be the first to work with a new talent? Because being the second or the next will never bring as much positive and genuine returns.
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NAWRAS ADEATERSPEAK is an exclusive weekly thought leadership column in ‘Times of Oman’ on advertising, marketing, PR and branding by leading experts.
It is presented by Nawras, the customer-friendly communications provider in the Sultanate of Oman, who is also bringing you ‘The Night of the AdEaters Muscat 2007’ for the first time in Oman on 24th and 25th of October 2007.
