3. Asking a media planner for advice on
creativity is a bit like asking a short man
for guidance on being tall.

4. But no one’s
actually asking you
to get your crayons
out.

5. Your job spec doesn’t
necessarily require
you to have attended
Central St Martins.

6. You’re being asked to see the creative
potential of the pieces that have been
placed in front of you

7. So a proposition for
you to disagree
with, should you so
wish

8. Creative thinking in communications
planning is all about cultural awareness and
its ability to drive invention

16. So, are you
all ready for
your courses
in
typography?

17. A short story
about some
Frenchmen

18. “For progressive French youth, the artists of the 90s are
fading into legend whilst a new wave of talent is being
discovered not on the dancefloor but via the internet. This
project should seek to explore the nexus between
technology and culture – framing the emergence of new
talent within the context of the old guard”

20. 6 CITIES
100
ARTISTS
5Bn
CONTACTS

21. Creativity should exist through the
entirety of the communications task, not
as a bolt on, not as fireworks and tinsel

22. You may have to broaden your horizons

23. So from daybreak tomorrow, you need to start
availing yourself of a different kind of popular culture

24. Innovation
&
Inspiration

25. Now the easy bit.

26. Write down the ones you haven’t done before.
Then tick them off over the next few weeks
If it doesn’t improve the way you think, it’ll have cost
you about £20, I can’t offer a money-back guarantee...

27. 1.
Read a
Comicbook

28. 2.
Learn about
Arduinos

29. 3.
Watch
Helvetica

30. 4.
Play with
data

31. 5.
Take a trip to
Hackney
Wick

32. 6.
Transfer content
between devices

33. 7.
Buy Spotify
premium

34. 8.
Subscribe to
some tech feeds

35. 9.
Hangout
with some
kids

36. 10.
Set up meetings
with people who
work for tech
companies

37. And that’s how the media planner
becomes a creative thinker – by
understanding that they’re asking the
wrong questions

38. Job Offers etc.:
karl.guard@
gmail.com
karl.guard@
Work Stuff: zenithoptimedia.
com