A lot of lessons learnt, what it means and What’s been distilled.

Truths, relationships and experiences. To me, these are the key areas to consider when creating great pieces of communication and help bring ideas to life.

The reasons we respond to pieces of communication are because we feel attached to them in some way. We may have shared a truth or had the same experience or it just helps us feel good about ourselves. 

To realise these moments you need to see new things and meet new people. This can’t always be done while sitting at a desk or surfing the internet. You need to be the person on the street looking for insights that are real and relevant. Lateral thought requires lateral movement.

Another ideal principle for communication is defining a relationship. 

Ideas yes..but that’s not what it’s all about, especially in this multimedia world. First things first. Establish who you want to have a relationship with, the expectation of that relationship (either with client, supplier or consumer) and how best to build that relationship. This will help to determine the engagement needed and will impact the ideas created. 

Only when you’re sure, should you set about developing creative that will help that relationship grow and those ideas shine.