Jeremy Green has been CEO of The Creative Circle for just 3 months. But he already has big plans for the future:
“The Circle must be completed. What that means is that the people at the top of the Circle – Creative Directors, Seniors, award-winners etc – need to give something back to the people at the bottom – students, graduates, placements etc.
My goal is to make the Circle stand not just for awards, but also for education. If you’re at college and are interested in the creative side of advertising, then reading this blog, attending our lecture and joining the Circle should not be a choice, it should be a must.
One of the most rewarding things anyone can possibly do is mentor a student. This doesn’t need to involve hours on the phone, hours reviewing work and answering emails. This can be 1/2 an hour a month. It’s the student’s responsibility to learn, but we take for granted our depth of knowledge. And just a few minutes can share enough knowledge to exhaust a student for weeks.
Do you remember desperately trying to produce a piece of work that you thought was worthy of presentation to your lecturer/teacher? Do you remember how anxious you were when you first let someone, other than your mother, look at your book? How you wanted them to say “this is great, you’ll do well in advertising”?
Do you remember your first live brief? Do you remember the first time a piece of work was commended by the Creative Director and you were told it was going to client? Your first approved ad?
We all become long in the tooth and now know the pain, but do you remember learning from all those mistakes? Who helped you? Who told you not to do this and always remember to do that? Someone did. Who was it?
At the 2012 Honours Night, I want to inspire the next generation to be better than the last. I want the British advertising creative fraternity to go back to the top of the table and be admired around the world.
If you look at football, why are Spain the Champions? How come Germany and Italy win the World cup so often? Simple. Because they train, and work hard in their academies. They learn from their elders. The British advertising industry must generate a similar system. We must have the equivalent of academies, where we spot potential and we nurture it – not just employ them when they’ve got a decent book.
Together we should teach them as early as possible, make it in their blood to push the boundaries of creativity. They may well end up being be better than you, they may achieve more than you, but how rewarding is that?
All teachers are proud of their best students and take just a little bit of the credit for how they’ve developed. This is your chance.
Its no coincidence that great creative names from advertising often produce great creative children in advertising. It’s not just nature… its nurture too.
I may not be a creative by profession, but I do come from the creative side of the industry. And I feel that even my knowledge and experience is enough to give a student a massive advantage over their un-mentored peers.
Simple things, like never starting a script with ‘Imagine…’, or ‘We at, BrandName, believe…’, never using exhausted images such as the Mona Lisa… there’s more, tons more, but it’s all in there, deep inside our heads. Knowledge and experience.
Share it with someone young so they can then get on with pushing new boundaries rather than tripping up over the old ones.
At this year’s event, we’ll have an audience of students in the gallery. To them, you’ve got a job, you’ve got a wage, you’ve got a plate of food in front of you. In the gallery, they’re hungry, not for your food, but for you’re knowledge.
Give something back. Feed them! Become a mentor of the creative youth of tomorrow. Make them better than you! This isn’t a job for one of us, it’s a job for all of us. Collectively, we all need to help the creatives of tomorrow.
Out with the old. In with the new.”