Ads, Honda, Nike, interestingness

I had a long and fascinating chat with David and Jeffre the other day. They wanted to talk about Cog for their interestingness project and knowing a conversation with them is always fascinating I asked if I could record it.We rambled on and on. But it reminded me of one thing I always want to tell younger people getting into the creative industries.We create this myth - it's a thing we sell to clients - that the process goes: StrategyBriefCreatives have ideasWhereas the process normally goes:StrategyBriefCreatives see if any of the ideas they've already had/found will fit the briefUnearthing of brilliant, interesting idea which will also solve the client problemTweaking of strategy and brief to enable presentation of pre-existing ideaTHIS IS A GOOD THING. This is how most great creative ideas happen. They're not plucked from the air, they're strapped together from pre-existing parts. It's the juxtapositions and re-use that make them interesting.It's especially true if you're…