John Hunt reinvents TBWA’s 2015 Africa Creative Conference …

John Hunt reinvents TBWA’s 2015 Africa Creative Conference …

John Hunt, Worldwide Group Director of TBWA, explains that he wanted this year’s Africa Creative Conference to be more practical than previous years. Standard Bank provided a specific brief – so instead of talking philosophically about creativity, the focus was on practical creative exercises. For example, a workshop might explain the 5 points of a great idea, and then launch straight into a practical exercise on these 5 points, rather than discussing them academically.

African creativity underappreciated?

Hunt explains that African creativity is often underappreciated, and there haven’t been many opportunities for African creativity and thoughts to be shared. Clients and agencies are stuck focusing on making sure their products are appropriate and produced on time, instead of creating great brand ideas which can be utilised over and over, says Hunt. When given the opportunity for this kind of creative thinking, they [the participating teams from various African countries] “…jumped in with both hands and feet…” and came up with great ideas, demonstrating world-class thinking. This shows that perhaps “…there’s a disconnect between what Africa can do and what we’re allowing them to do.”

 

‘Everyone won’ at this year’s Africa Creative Conference…

Hunt explains that, this year, the teams came up with three great campaigns. Whereas the client would normally expect the first idea to be a throw-away, the second to be good, but for the third idea to be the very best, in this case, all three ideas were great, confounding the client and causing them to go with all three. Hunt concludes “No-one was disappointed and much alcohol was had afterwards by all the creators because on that rare occasion, everyone won.”

 

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Category: Africa