Inspiration. It comes in strange places.

Driving. Showering. Taking the dog for a walk. I even keep a notebook next to my bed in case I get a late-night idea. Point is, no matter who you are or what job you do, you need to be ready for when lightning strikes.

From dreaming up innovative concepts to novel ways to approach data and technology, creativity can be applied at all stages of a marketing campaign – so I try to tap into my creative side as much as I can. 

I’m not a ‘Creative’ per say.  But as a strategic thinker, thinking creatively can pay dividends. Sometimes this means exploring new marketing channels – things like advertising in video games and connected TV. Equally though, it can mean innovating in old school arenas like print and Twitter chat.

Anyway, what I’m getting at is creativity isn’t just for Creatives. It’s the responsibility of all of us. Combining right-brain logic with left-brain lateral thinking is key to our marketing efforts – and that’s exactly what we will be discussing at our next B2BNXT event.

Amongst our guests, we’ll be joined by the fantastic Tim Reid. A comedy writer best known for co-creating Peter Kay’s Car Share, Tim will be sharing some key insights into the creative process, and showing us how there are more links between comedy and marketing than you’d think.

Copywriting legend David Ogilvy once said, ‘The best ideas come as jokes.’ For Tim, when you break down the logic of a joke, it’s essentially a nugget of creativity – an act of subversion whose very novelty can surprise and delight.

It’s the same as an eye-catching ad or innovative marketing campaign. At their heart, they have real insight, and have the power to change our way of thinking. That’s not to say ads have to be funny. But that spark of inspiration needs to be there – and can make all the difference when it comes to turning the heads of your prospects.

Furthermore, it’s a myth to think some people can’t be creative. Creativity is a process, pure and simple. Whoever you are and whatever the subject, you can train your grey matter to be a powerhouse of good ideas that’ll benefit the whole business – but only if you’re willing to think outside the box.

B2BNXT takes places on June 4th at the Covent Garden Hotel. To hear Tim – and our other fantastic speakers – talk more about the creative process, register now and secure your spot.

See you there!

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