In an ad slump? Try these exercises to get out of it.

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As marketers and creative professionals, we've all found ourselves in a creative rut.

You've been working with a brand for months, maybe even years.

You've crafted successful campaigns, produced top-performing ads, and established a solid working relationship.

But suddenly, the ideas aren't flowing as freely, and your ad account is starting to look... well, a bit the same.

This scenario is more common than you might think.

When we become deeply familiar with a brand, it's easy to fall into patterns, rehashing similar concepts with only slight variations. Before you know it, your once-innovative campaigns start to blend together, losing their distinctive edge.

How do we push ourselves out of our comfort zones and deliver the innovative concepts consumers crave?

In this newsletter, we'll explore strategies to break free from creative stagnation and generate truly fresh ideas. We'll discuss the power of collaboration, the importance of looking beyond your niche for inspiration, and the mindset shift needed to embrace unconventional thinking.

Ready to shake things up? Let's dive in and discover how to keep your creative spark burning bright, no matter how long you've been working with a company.

The Power of Collaboration: Breaking Out of Isolation

When someone is struggling to come up with new ideas, it is usually because they are working by themselves.

One of the most effective ways to generate fresh ideas is to break out of the isolation that often comes with creative work.

When you create in isolation, you're limited by your own perspectives, biases, and mental blocks. But when you open up the creative process to others, magic can happen.

The "Ad Inspo" Team Meeting

At our studio, we've implemented a weekly "Ad Inspo" meeting that has revolutionized our creative process. Here's how it works:

• Every Monday, the entire team comes together.

• A creative strategist introduces a client and their specific challenge or goal.

• For 10 minutes, everyone on the team—from production assistants to videographers to editors—brainstorms ideas.

• After the brainstorm, we discuss the ideas, which often leads to even more creative concepts.

• The creative strategist then takes these ideas to refine and develop into briefs.

• We do this for a bunch of clients in this one meeting

This approach has several benefits:

1. It leverages diverse perspectives from people with different skill sets and experiences.

2. It creates a supportive environment where wild ideas are encouraged.

3. It takes the pressure off individual creatives to come up with all the ideas themselves.

4. It often leads to unexpected combinations and truly innovative concepts.

Tips for Solo Creators

If you're working solo, don't worry! You can still harness the power of collaboration:

1. Reach out to friends or colleagues for quick brainstorming sessions.

2. Join online communities or forums in your industry to bounce ideas off peers.

3. Consider forming a small mastermind group with other solo creators for regular idea-sharing sessions.

4. Don't be afraid to ask your client's team for input—they often have valuable insights.

The Key to Successful Collaboration

Remember, the goal of these collaborative sessions is not to judge or approve ideas, but to generate as many concepts as possible.

Create an environment where all ideas are welcome, no matter how "out there" they might seem.

Often, it's the seemingly crazy ideas that spark truly innovative campaigns.

By stepping out of your creative bubble and embracing collaboration, you'll find yourself with a wealth of fresh perspectives and ideas.

This approach not only leads to more creative work but also makes the entire process more enjoyable and exciting for everyone involved.

In the next section, we'll explore how to find inspiration beyond your immediate industry to further fuel your creative thinking.

Looking Beyond Your Niche: Finding Inspiration in Unexpected Places

When you're deeply entrenched in your industry, it's easy to fall into the trap of looking only at what your competitors are doing for inspiration.

However, this approach often leads to a cycle of repetitive ideas and copycat advertising.

To truly stand out and create groundbreaking campaigns, you need to cast your net wider and look beyond your niche.

Where to Find Inspiration

1. Conversations with friends: The consumer you are marketing to is right in front of you. Be curious. Ask them what they like, what they are following, and brands that they are attracted to.

2. Content Creators: Follow creators in different niches on platforms like YouTube, TikTok, or Instagram. Their unique approaches to engaging audiences can spark fresh ideas. What content do you just enjoy watching?

3. Shows and Movies: Pay attention to storytelling techniques, visual styles, and themes in shows you like. Right now, I am loving The Bear season 3. The cinematography is beautiful.

4. Podcasts: Listen to podcasts not on marketing. They can provide unexpected insights and ideas. One good podcast is Sounds like a Cult.

5. Your neighborhood: Walk around to local businesses and farmer’s markets. See where people are crowding, what they buy, and what they wear. Listen in on conversations and talk to the workers of the stores. They usually say a lot if you ask nicely.

Embracing the "Yes, and..." Mentality: Fostering a Culture of Creative Exploration

One of the biggest obstacles to innovative thinking is our tendency to quickly dismiss ideas that seem too "out there" or impractical.

However, some of the most groundbreaking campaigns have come from concepts that initially seemed outlandish.

To truly push creative boundaries, we need to cultivate an environment—both within ourselves and our teams—that encourages exploration and resists immediate judgment.

The Power of Not Saying No

When we immediately say "no" to an idea, we cut off potential avenues for creativity before they have a chance to develop.

Instead, try adopting a "Yes, and..." approach:

1. Suspend judgment: Give every idea, no matter how unconventional, a moment to breathe.

2. Build on ideas: Use "Yes, and..." to add to or expand on concepts, rather than shutting them down.

3. Explore possibilities: Ask "What if?" to push ideas further and uncover hidden potential.

Creating an Environment for Creative Exploration

Creating an environment for creative exploration starts with yourself.

You need to lead yourself before you can lead others.

On your own, start to build an open environment.

1. Challenge your assumptions: Regularly question why you believe certain ideas won't work.

2. Practice creative exercises: Engage in activities that stretch your creative muscles outside of work.

3. Embrace discomfort: Get comfortable with the uncertainty that comes with exploring new ideas.

4. Learn from diverse sources: Expose yourself to a wide range of influences to broaden your perspective.

5. Give yourself permission to play: Allow time for unstructured creative thinking without pressure for immediate results.

Then when you are working as a team, here is how you can take what you have built for yourself and share it with others:

1. Establish "no judgment" brainstorming sessions: Create dedicated time where all ideas are welcome, no matter how wild.

2. Encourage quantity over quality initially: Sometimes, you need to generate 100 ideas to find that one gem.

3. Delay evaluation: Separate the ideation phase from the evaluation phase to allow for freer thinking.

4. Celebrate "failures": Reframe unsuccessful ideas as valuable learning experiences.

5. Promote cross-pollination: Encourage team members from different departments to contribute ideas.

Remember, the goal isn't to implement every wild idea, but to create an environment where innovative thinking can flourish.

By fostering a culture that's open to exploration and resists immediate judgment, you'll be amazed at the creative solutions you and your team can develop.

Case Study: Pushing Boundaries for Breakthrough Results

To illustrate the power of the strategies we've discussed, let's look at a real-world example from my own experience.

The Client Challenge

We had been working with a particular client for over a year, consistently producing effective ads.

Some of our creations even ranked as one their best ads of all time.

However, we found ourselves falling into a pattern of producing similar content.

The client recognized this and challenged us to come up with "very different ideas" - concepts they couldn't generate on their own.

Our Approach

1. Collaborative Ideation: We brought our entire team together, regardless of their roles, to brainstorm ideas for this client.

2. Breaking Out of the Niche: We looked beyond the client's industry for inspiration, exploring unconventional ad angles and formats.

3. Embracing the Unconventional: We pushed ourselves to consider ideas that initially seemed "out there," resisting the urge to say no immediately.

4. Humor and Novelty: We experimented with humorous concepts and entirely new ways of communicating about the product.

The Results

1. Creative Rejuvenation: The process reinvigorated our team's excitement about creating ads for this long-term client.

2. Stand-Out Content: Our new ads stood out significantly within the client's ad account and on social media platforms.

3. Audience Engagement: We found that consumers were not only excited about the product but also about the fresh way we were communicating it.

4. Performance Boost: Some of these unconventional ads performed exceptionally well, proving that taking creative risks can pay off.

This story demonstrates that by applying the principles we've discussed - collaboration, cross-industry inspiration, and openness to unconventional ideas - it's possible to break out of creative ruts and achieve remarkable results, even with long-standing clients.

Breaking out of creative ruts and generating fresh, innovative ideas is crucial for long-term success in advertising and marketing.

Key Takeaways:

1. Harness the Power of Collaboration: Don't create in isolation. Engage with others to tap into diverse perspectives and spark new ideas.

2. Look Beyond Your Niche: Find inspiration in unexpected places, from unrelated industries to online content creators and emerging technologies.

3. Embrace the "Yes, and..." Mentality: Foster an environment that encourages exploration and resists immediate judgment of new ideas.

4. Push Creative Boundaries: Be willing to explore unconventional concepts that may initially seem "out there."

5. Learn from Success: As our case study showed, taking creative risks can lead to standout campaigns and improved performance.

Actionable Steps:

1. Schedule Regular Brainstorming Sessions: Set up weekly or bi-weekly meetings dedicated to creative ideation, involving team members from various roles.

2. Create an Inspiration Board: Start a digital board (e.g., on Pinterest or Miro) where team members can share inspiring content from diverse sources.

3. Implement a "No Judgment" Rule: During initial brainstorming phases, establish a rule that all ideas are welcome and critique is saved for later stages.

4. Set "Creative Exploration" Time: Allocate time each week for exploring new trends, technologies, or creative approaches outside your usual scope.

5. Challenge Assumptions: Regularly question your standard practices and explore how you might approach problems differently.

6. Seek Diverse Feedback: Share your ideas with people outside your immediate team or industry for fresh perspectives.

7. Experiment with New Formats: Commit to trying at least one new ad format or creative approach each month.

Remember, creativity is not a finite resource - it's a muscle that grows stronger with exercise.

By implementing these strategies, you'll not only generate more innovative ideas but also cultivate a more dynamic and engaging work environment.

By staying curious, open-minded, and willing to take creative risks, you'll be well-positioned to create campaigns that truly resonate with your audience and stand out in a crowded marketplace.

Was this helpful? Let me know by replying!

I will see you next week.

Until then, keep creating!

Matthew Gattozzi

PS. This newsletter was a bit different in writing style - I am trying something different. Did you like it over very conversational flow that I usually do? Let me know.

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