What makes a great idea actually work?
In Episode 5 of Off Script, Laurel Ussher sits down with Rowan Adams, our Group Creative Director, for a conversation about creativity, curiosity and why the best ideas are often the simplest.
Rowan shares his philosophy of knowing "5% of everything", why having a point of view on the world matters more than being an expert in everything, and why his best pitches can usually be explained in just three words. He also tells the story of turning a simple observation about millennials killing their houseplants into Hotel for Plants, a £500 idea that generated coverage around the world.
They also explore the less glamorous side of creativity: commercials. Rowan makes the case that creatives need to understand the numbers, arguing that even the best idea in the world isn't much use if you can't work out how to deliver it profitably.
And as brands compete for attention in an increasingly fragmented world, Rowan challenges our obsession with jumping on cultural moments, asking whether brands should simply join the conversation or create one of their own.
