A chat with Iain Tait
Sharing this a bit in late.
We had a very thoughtful lecture and conversation with Iain Taite, digital master at W+K. The focus was mostly about the offline and online world, and the evolution of creativity and creative process when moving it “all over the interweb”.
To quickly learn more about Iain, check his Creativity Top 50 profile, and also this interview on Hyper Island.
Iain comes from Poke, London.
Random lines I wrote in my notebook while listening to him:
- what is good in advertising is not necessarily good online
- start ideas both online and offline. Start in the middle
- ideas do not need to be big. Even small ideas can have a huge impact. Be honest and craft them well. Make an effort to push them on a different level, and you will be rewarded. An example is the project Iain worked on while at Poke. They created a machine that tweets live from a bakery, when fresh rolls are made. They could have just have a laptop at the bakery, and someone could have tweeted about the fresh rolls coming out of the oven. But the idea and the impact would have been totally different.
- Simple.Unexpected.Concrete.Credible.Emotional.Stories
- I have an idea that you are near???
- Achieve a result. It’s the size of the conversation that matters
