7 things to consider when taking creative risks

To launch their latest print issue all around the subject of Fear, we held an event with Creative Review, inviting industry creatives to share their experiences of how to take risks whether you're in an in-house creative team or agency. Lily Fletcher, Strategy Director at Accept & Proceed, and Hermeti Balarin, Partner at Mother London share their insights around brave creativity, authenticity and brave ideas. Including how to generate creative ideas, and how to sell bold creative ideas.

1. Break the initial barrier, make sure the client and the creative agency are working as a team
“If the client is using the agency in the right way, if they welcome you into their business, therefore a barrier is broke there already and you are part of the team, you are seen as less of a provider and more part of a solution” - Hermeti Balarin

2. Trust between the creative agency and client is essential in order to make authentic, award-winning campaigns
“It’s really difficult for agencies alone to go all the way, it has to be met in the middle. Clients have to already be willing to use you in the best way possible, which is to let you in. Don’t keep the agency at arm’s length. It’s about building trust.” - Hermeti Balarin

3. Learn how to pitch creative ideas that you believe in
“I try not to present anything that I don’t want to make. So I wouldn’t put the safe option there. I’m always terrified of putting anything there for comparison's sake that is less good. Go with your best, and deal with whatever happens after that.” - Hermeti Balarin

4. Speak up, be heard
“Everybody has a voice now, and you can’t temper to all of them, so you have to just own yours.” Lily Fletcher

“Work with your clients to find their voice. So they can speak about almost anything. It is a magical place to be. Suddenly you have a genuine way to respond, interject or be part of a conversation, as long as it’s true to your personality people will love you for it. It’s not easy to get to that place, but it’s amazing when you are there.” - Hermeti Balarin

5. Audiences can see inauthenticity a mile off, especially when brands connect directly with them on social media
“I think that’s what gets called out really quickly, is when it’s bullshit. People smell it and see it from a mile off, and are like ‘this is a stunt you’re trying to get me here’ and that gets called out." - Lily Fletcher

6. When taking a risk with bold creative work, you can’t please them all
​“If you are going to a party and trying to please everybody you’ll end up not pleasing anyone.” - Hermeti Balarin

7. Brands have a unique power to connect with audiences and promote creativity for social good
“There’s a lot of talk about greenwashing brands and brands aligning to the biggest issues of our time. It’s quite interesting that brands are even having those conversations - a lot of people have lost trust in the political systems and constructs we have around us, but brands do have an opportunity to be able to handle galvanising issues and be able to make a statement, and if they [brands] can do something positive off the back of it, they can be in a good space on a lot of issues.” - Lily Fletcher

“We [our industry] are in the most privileged positions to be having those kinds of conversations with brands. We are on the table discussing business direction with brands, so you can have those big opinions about how they [brands] can contribute to change. It will take a lot of effort, and business models changing, and a real commitment to it, but I think it is possible.” - Hermeti Balarin

If you want to put what you’ve read about idea generation techniques or how to pitch creative ideas into practice why not try our Bravery in Creative Design Masterclass? Forge better working relationships, and create memorable, impactful work. All it takes is a brave mindset.