
<p class="AAPARAGRAPH">Explaining what it is we do at New Word Order, working in a <em>creative agency</em>, can be a little tough. </p>
<p class="AAPARAGRAPH">We’ve come to realise it’s the word ‘creative’ that probably throws people.<em>
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<p class="AAPARAGRAPH"><em>Creative</em> means something different to everyone. It even means something different to each of us here at NWO. Our project managers, marketers, designers and writers each work in different disciplines and are inspired by different things. And each of our clients and their projects are, too.</p>
<p class="AAPARAGRAPH">So we took some time to ask around the office and try to define what creative means to us. What we found was interesting – some fascinating definitions and insights, inspired by work and from outside of it. It seems that working in a building with ‘creative’ written on the side does encourage us to be so. And what was amusing was the insight into our staff their responses elicited.</p>
<p class="AAPARAGRAPH">For our designer Rebekah, creativity means letting go of what you think you know. Isn’t that kind of perfect? At the same time, our resident wordsmith Suzanne finds creativity in <span lang="en-us" xml:lang="en-us">beautifully crafted words. Suzanne says she can be star-struck by beautiful phrases the same way someone else can be affected by visual art or fashion.</span></p>
<p class="AAPARAGRAPH"><span lang="en-us" xml:lang="en-us">To feel creative, our strategic marketer Nikala says she likes to consider the problem at hand and then take time out to think – go for a walk, have a drink with friends, relax. Scott, our Creative Director, says he also likes a change of pace and headspace to ignite creativity – he even finds airports and planes inspiring because they’re so different to his normal place. Scott feels most creative, though, when a worthy challenge or brief comes our way. Rebekah also feels most creative when </span>inspired by a great brief.</p>
<p class="AAPARAGRAPH">And what of true creativity? According to Suzanne, <span lang="en-us" xml:lang="en-us">at its heart creativity is about seeing the world differently and pursuing the new. She says that writing with great creativity is the hardest work she does, and she finds creative copywriting demands the most energy but also gives her the greatest satisfaction. </span></p>
<p class="AAPARAGRAPH">Scott says creativity is the generation of something new that contributes to the shared human experience. It's sometimes original that spans every aspect of what a human mind is capable of – science, art, you name it. </p>
<p class="AAPARAGRAPH"><span lang="en-us" xml:lang="en-us">Nikala agrees that creativity isn’t necessarily about art. Paving the way for our clients and their projects, she points out that creativity can be seen anywhere and is </span>probably best defined by someone thinking differently about a problem and coming up with a solution that is not only new, but also works. </p>
<p class="AAPARAGRAPH">And so, in a building labelled ‘a creative agency’, there are as many different ideas as people when it comes to defining what characterises our work. Last words to Scott:</p>
<p class="AAPARAGRAPH"><em>True creativity is unique, incredibly clever, transforming to humanity, and startling in its (metaphorical) beauty. I'm hooked on the link between creativity and beauty in all its possible meanings. </em></p>