“The Key - Quick Conversations on Creativity” Tom Firth (M&CSaatchi Group Chief Client Partner)

What is The Key 🔑 to Great Creativity Tom Firth?

👉 “Not only do you need to do all the obvious things around great creative work, being distinctive and being resonant, but you need to be thinking about how each of those things are building blocks in the brand that exists within people’s minds.”

Tom Firth, Group Chief Client Partner, M+C Saatchi Group

Tom and I worked together many years ago when I was agency-side at M+C Saatchi UK as a Business Director, so it was great to be back in Golden Square to catch up.

When I asked Tom:

“What is the Key 🔑 to Great Creativity?”

his answer was about something many marketers are wrestling with today.

❓ How do you build a coherent brand in an increasingly fragmented world ❓

Tom Firth’s key points included:

1️⃣ Great creative work still needs to be distinctive and resonant.

2️⃣ Every campaign, channel and touchpoint should act as a building block in how people think about your brand.

3️⃣ That takes collaboration across disciplines, from brand and advertising through to communications, creators and influencers.

💬 “Everything needs to feel like it’s coming from the same place.”

🎓 One great example Tom talks about here is M+C Saatchi UK’s just launched Teacher Recruitment campaign, where this thinking has been brought to life across a connected programme of activity spanning brand, advertising, events, creators and influencers.

🔥 It's a great campaign for a really important mission...encouraging more people to be teachers...which is no easy task.

🎥 Link to the Teacher Recruitment work HERE

Thank you, Tom.

It was great to catch up!