Slash

By now I'm sure that most readers of IF! are familiar with the simplicity vs complex debate. We've covered it here and here. It's a concept that has...

Henry Lambert
Henry Lambert on October 9, 2006.

By now I’m sure that most readers of IF! are familiar with the simplicity vs complex debate. We’ve covered it here and here. It’s a concept that has been born in the mind of Russell Davies and is at the heart of W+K London.

After Russell posted his ‘Schtick’ some interesting debate ensued including a rather thoughtful post from Scamp, a copywriter at BBH London.

Scamp says:

“Speaking personally, the (admittedly very few) good ideas I’ve ever had came from a simple brief.

“Creatives spend ages sitting around discussing briefs. And all the creatives I know prefer simple ones. Our number one complaint about briefs is that they are confused, unclear or complicated.

“The bit I do understand (I think) is the bit about how ideas happen, since it’s my job to have ideas and I’ve been doing it every day for 12 years now. (Okay, I don’t have them every day… but often enough not to get fired… at least not recently…)

“So how do ideas happen?

“They happen when one individual (n.b. that’s one individual, not a team or a committee) makes a connection in his brain. A connection between two ideas or things that were not hitherto generally thought to be connected.”

Thinking...