Creative guru Nick Souter would be addressing a seminar titled ‘Right brain thinking for left brain people’ at the Asia Pacific Advertising Festival (AdFest) 2008. The seminar would look at some of the tools that would help create correct environment for creativity in the industry.
According to Souter, since the advertising revolution of the late 60s, the advertising industry had actively promoted the idea that some people were creative, while others were not. In fact, it has taken this notion to the extreme of departmentalising creativity and making it the exclusive domain of art directors and copy writers.
Souter said, “Unfortunately, this often establishes an adversarial relationship between those that produce the work and those that sit in judgment upon it, and a lot of good work is then trashed. Fifty years later, we need another revolution – one in which we establish a ‘Creative Democracy’.”
He further said, “We need to build a creative culture that welcomes the contribution of anyone who wants to put his or her imagination to work. We need to harness the untapped creative energy of everyone, both clients and agency people, whoever works in our business.”
Souter had worked as a Creative Director for 15 years – in London, Tokyo and Sydney. In 1998, he moved to Australia and took on the role of Leo Burnett’s National CD. Over the next five years, his office was voted Creative Agency of the Year twice, Television Agency of the Year, Print Agency of the Year and Burnett’s Global Agency of the Year. He was elected Chairman in 2003.
Souter then left advertising in 2004 to develop an innovation and creative thinking programme called ‘The Ideascape’, which he runs as a workshop for clients across Asia. Last year, he had three books and interactive CD-ROMs published in the US, the UK and Australia. Souter has been in close association with AdFest. He spoke in 2001 and was Chairman of the Print Jury in 2005.
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