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Harry Lang: Creative awards remind brands of the need to take risks

Marketing Week 12 Jun 2019 03:54
Cannes Lions
Cannes marina, home to the Cannes Lions awards

With the Cannes Lions International Festival of Creativity almost upon us, it’s an opportune time to consider the dead certs versus the long shots for a hallowed Grand Prix.

Where advertising, marketing, design and PR are concerned, there’s definitely a chasm between these two camps – and it’s one that can be likened to the relationship between nature and nurture.

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For anything to be truly nurtured, there’s supposedly an actual datapoint to aim for – 10,000 hours. That, if you believe the book Outliers: The story of success by Malcolm Gladwell, is all the practice you need to become a true expert in something.

Fancy beating Serena Williams at Wimbledon? Just don your whites and smash yellow balls for 10,000 hours. Need to master Schumann’s Toccata in C? Tickle those ivories for just over 416 days. Have an urge to become the next Stephen Hawking? That’ll be 600,000 minutes of your time, good sir.

The balance comes from natural talent, the ability to learn cumulatively and determination. But it remains true that you don’t get to be brilliant at anything without committing a certain number of requisite hours, no matter how naturally gifted you may be.

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CannesMalcolm GladwellCannes Lions International Festival of CreativityLeannePrinceton
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