Marketing and advertising professionals typically receive direction from clients or their own company’s leadership that informs how they will execute agreed-upon strategies, but their work is inherently creative. For agency pros, the heavy lifting of turning others’ ideas into effective campaigns with compelling copy, visuals and other assets requires more than a simple creative brief; it takes true inspiration.
To ensure they produce fresh work every time that will have a real impact and generate results, many agency pros develop their own favorite methods of staying motivated every day. Below, 16 members of Forbes Agency Council share the sources of inspiration that help them create powerful campaigns.
Forbes Agency Council members share their sources of inspiration for creative campaigns and copy.
Photos courtesy of the individual members.
1. Taking In The Great Outdoors
Be inspired by the great outdoors and get out whenever you can. There’s so much available at the click of a button—from books and films to webinars and blogs—it’s easy to forget the physical, mental and creative boost that time away from your screen can give you. Try and give yourself time to think and head out that front door. It’s even better if it’s to places you’ve never visited. – Lis Anderson, AMBITIOUS
2. Staying Curious About Everyday Moments
Good marketing tells a story. Inspiration for copy often comes from staying curious about everyday moments. For example, years ago, one of my advisors said, “Feel your butt in your chair.” The idea was to simply sit and be aware of my breath and my body (a big ask of an overachieving entrepreneur). At that moment, I could have rolled my eyes or I could have found the story. I chose the story. – Becca Apfelstadt, treetree
3. Brainstorming With My Team
Sources of inspiration for campaigns and copy may be diverse and unexpected. For one, I take daily walks, and nature gives me that much-needed quiet, where “Eureka!” moments often find their way into inception. I also find inspiration online, in marketing books and in unrelated reading materials. But it is with my team in our brainstorming sessions where the best ideas are born. – Frank Rojas, Qode Media Inc.
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4. Discovering New Relationships Between People And Ideas
True inspiration comes from discovering new relationships between people and ideas or situations. That’s why it’s always important for creatives to access a wide variety of input sources. Mine straddle arts, politics, sports, nature, comedy, science and, of course, brand ecosystems. Brands and campaigns should have strong, unique voices, and the best way to achieve this is by casting a wide net. – John Dutton, Camden Advertising
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5. Reading, Reading And Reading More
For me, white papers and studies are rich in data and perspectives. My life experience continues to add flavor to this information. Understanding what surrounds you has the potential to influence others as well as the outcomes of what you are involved in. The more you know, the more open you are—the more influential you can become, the more you can shape change. – Fran Biderman-Gross, Advantages
6. Researching The Target Personas We Are Trying To Reach
Inspiration can always be found in the target personas that we are trying to reach with the copy or campaign. We determine what problems those people are currently facing and what types of content/topics would be beneficial for solving those problems. Then, we use SEO research to discover the exact questions being asked around those topics, as well as what phrases/keywords to use. – Gavin Baker, Baker Labs
7. Understanding The Motivations Of Brand Archetypes
We spend so much time on brand archetypes (understanding the motivation of the brand and its core customer) that when we look for a campaign idea, line or copy, it’s always—always—driven by the motivations of the brand’s archetype. This keeps brand momentum high and confusion low by always coming from the same desires, goals and fears. If done right, the copy writes itself from there. – Kyle Duford, The Brand Leader
8. Immersing Myself In Videos And Podcasts From My Field
Everyone has their own recipe for finding inspiration. When I need the motivation to get into my work and do something cool, I immerse myself in my field of work. I often don’t have enough time to read articles, but I always have time for videos and podcasts. And I get my inspiration from them. – Dmitrii Kustov, Regex SEO
9. Reading About Advances In Artificial Intelligence
One of the best ways to find inspiration is by reading all of the updates for artificial intelligence. Although many people are not sure about the ways that AI factors into marketing, many advancements happen regularly and ensure that work can be done faster and more efficiently. Some of the best brands to follow on this are Deloitte and PwC. – Jon James, Ignited Results
10. Staying Up On ‘Trending’ Tabs And News Headlines
“Trending” tabs and news headlines can inspire fresh, relevant content. Creating eye-catching articles is often a matter of choosing what your audience is currently interested in. By staying in the know, agencies can produce blog posts that support their position as industry leaders. – Hannah Trivette, NUVEW Web Solutions
11. Finding Time For Quiet Reflection Every Day
Inspiration can come from virtually anywhere if you find time for quietness and reflection during the day—even in a board meeting. If you’re actively and quietly listening, you can have an “aha!” moment or inspirational idea at those times, or when driving, walking or reflecting on your day. – Jessica Hawthorne-Castro, Hawthorne LLC
12. Reviewing Expected Outcomes With Curiosity
The beginning of a creative process must start by reviewing the outcomes expected. This is essential to help set your mind on the right path. Curiosity is, of course, a great source of inspiration. The ideation process requires an open mind to help see through the blank page. Great ideas come up from anywhere. Just give yourself the permission to free up your mind to think bold. Ideas will come. – Florence Giuly-Davis, PR Paradigm
13. Imagining Creative Decision Makers’ Thought Processes
I pull inspiration from everywhere: the restaurant’s menu at dinner, billboards on the freeway, books I’m reading currently—everywhere. I look at every single thing from the perspective of the entrepreneur or decision maker behind it. I imagine their thought process as they made the choices for that campaign or copy. This helps me constantly draw creative inspiration from the world around me. – Bryanne DeGoede, BLND Public Relations
14. Traveling To Gain New Perspectives And Ideas
Travel, travel, travel! You will see the world as you have never seen it before. You can naturally come up with ideas you haven’t thought of before. It has never failed me! – Maria Orozova, MODintelechy
15. Talking To Salespeople And Receptionists
I talk to the salespeople and the receptionist working in an organization. They are on the front lines, talking to people who call in. They know the questions being asked and the problems on people’s minds. Are they hearing some different issues out there from people calling in who need what we offer? – Chris Siebeneck, SEO Werkz
16. Studying The Human Condition
I find inspiration by studying the human condition. We are in a business where it is critical to possess the ability to relate to people you have nothing in common with. The best way to do this is to put yourself in uncomfortable or unique situations. Listen to music you don’t like. Visit Albania. Read the novel everyone has said they read but didn’t. Zig when other people zag. – Roger Hurni, Off Madison Ave
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Author: Expert Panel®, Forbes Councils Member
