menu

Benjamin Palmer: How Out-Of-The Box Ideas Get Made

Benjamin Palmer: How Out-Of-The Box Ideas Get Made
Advertising

Benjamin Palmer, Chairman of the Barbarian Group tells us how the internet has altered creativity.

Dory Carr-Harris, PSFK
  • 25 december 2013

How Out-Of-The Box Ideas Get Made

James palmer Quote

James palmer Quote
Text by Dory Carr-HarrisBenjamin Palmer believes there has been a major cultural shift since he began in the creative industry. “It used to be the only way you would grade yourself on how good an idea was, was in this narrow way of looking at ads that other people had made. Now anything you do has a comment stream or likes and dislikes attached to it. You’re super tuned in to how people are feeling about your work.”Palmer claims that he basically fell into advertising. “I was doing design code. Since I first saw the mosaic web browser, I was like, ‘This is what I want to do.'” He has always felt that being a designer allowed him to create a variety of different products and projects and exercise his creative muscles without limitation.

“That’s why advertising was super up my alley for what I wanted to do at the time, which was to put out a lot of work and work quickly. Everything was happening so rapidly. I didn’t want to go work at a dot com company that was just making one site or one product.”

Thus the idea for the Barbarian Group was born. The award-winning digital creative agency founded in 2001 by Palmer and his business partner Keith Butters bills itself in its LinkedIn profile as a company that can “conceive and make everything brands need in a digital world.”

Palmer recalls: “Our initial proposition was that we’d go to big traditional agencies and say, ‘Hey, hire us for your important digital thing when you have a high profile project and you need a cool site or digital concept to go along with it.'”

At the outset, Barbarian Group focused on providing the online elements of larger campaigns, which allowed their agency to hone a skill set rather than trying to compete with the larger, generalist companies.

James palmer Quote

James palmer Quote

“There weren’t a ton of people who were trying to do what we were trying to do. There may have been in 1999, but in 2001 there had been a crash. All of the small companies were out of business. All of the ones that had weathered the crash were big and doing their own thing. We were in a sweet spot of being small but capable.”

In this way, Palmer’s big picture business strategy has always been to “be original.”

“Sometimes when it feels like everybody is breathing down your neck, I like going and doing something else. With the company, we do that. We’re just like, ‘Wow, fuck it, it’s too crowded over here. Everyone is just fighting for scraps.’ We’ll poke our heads in another direction for a little while and see what that feels like.”

The company is not without foresight however, and in a business where rapid change is commonplace, Palmer believes that patience is an essential virtue.

“You have to be pretty patient over a long period of time, and think about where things are going to be in a few years in terms of where you should be positioned. At a certain point in time, the digital thought is going to be the leading thought, but clients are going to want everything else around that.”

Their patience paid off, as the rise of digital culture has opened up a whole new realm of creative opportunities and also leveled the playing field in terms of industry competition.

“Accessibility and education are huge changes that have happened because of the Web and technology,” comments Palmer. “Seeing other people’s work is easier than ever, as well as making work or learning the craft behind different types of work.”

For Palmer, the Internet has become a crucial tool in the creative process, as he believes that “creativity means new things. It means craftsmanship. I think at Barbarian Group, it’s like we’re solving other people’s problems. We have to hit the target that they’re pointing at, but we have to do that with as much flair as possible.”

James palmer Quote

James palmer Quote

Even though creating can be an arduous task, Palmer is adamant that it should be enjoyable as well. “I think good marketing is usually fun to make. You’re like, ‘Wow, I want to do a really good job. I’m excited for the client to see it and I’m excited for the audience to see it.’ That’s when you’re at your most creative. You’re connected in both directions, to the audience and the client. That’s when things are good.”

This sense of connection is one more thing that the online world has helped to facilitate, which has changed the way that products are made, based on the knowledge of an immediate reaction from the outside world. Digital advertising is no longer simply about selling a product or service; it is about creating something that will be at the forefront of people’s minds for a sustained moment.

“When we’re testing an idea, we’re testing it against what the brief is, but we’re also testing it against how we think people are going to respond out in the market. Is it fun enough? Is it sharable enough? Is it going to be part of digital culture or regular culture?”

“It’s got to entertain and inform or prove itself useful somehow, or it’s not really worth doing. We’re always thinking, ‘What’s the idea? Do people need this in their lives?’ We try to be pretty rigorous about that.”

As a result, digital advertising at the company has become more about interactive experiences than providing basic product information in a slightly more interesting package. A prime example of this is the campaign that arguably put Barbarian Group on the map as a ground-breaking agency. Subservient Chicken, created for agency Crispin, Porter + Bogusky, was an interactive site created to promote the launch of Burger King’s new customizable chicken sandwich that featured a person in a life-sized chicken suit standing in what looks to be a suburban basement who responded to commands typed into a bar at the bottom of the screen by the user. The site features no images of the sandwich and no Burger King imagery or logos.

Palmer reminiscences: “I think Subservient Chicken was really cool, and I don’t think anyone was seeing that from a big brand when it launched. Burger King was not cool. Their ads were cheeseburgers with the price of the cheeseburger next to it. There wasn’t much that was out there at that point in time that was pure branding. For Subservient Chicken the product message was, ‘Yeah, you can have the chicken sandwich your way,’ but really it was, ‘Look at us, we’re interesting.'”

James palmer Quote

James palmer Quote

The campaign was one of the first to be given the now-coveted “viral” moniker and has since changed how agencies and brands alike conceive of what advertising can mean. It was a simple but original idea that caused a shift in the industry.

Thinking about where ideas like this come from, Palmer comments, “I think most of my good ideas come from the short circuits of two different parts of culture, like a media thought and a technology thought, or a joke and a design thought.”

“When I’m not able to produce good ideas, I’ve also probably been really narrow in my experience, maybe reading the same things over and over or not having traveled or read or watched something new.”

Yet, experience aside, Palmer believes that one of the most important tools to unblocking creativity is confidence.

“Sometimes I begin chatting to somebody as if I have an idea. I just force it out. If I start off talking confidently about something, I usually end confidently.”

“I think you probably have to be a little overconfident that your ideas are better than other people’s ideas. You don’t have to be a dick about it, but you have to think kindly of yourself a little bit. I think people who are not confident that their worldview is a good one probably have a hard time producing work.”

Palmer understands the delicate balance of having enough self-assurance to get ideas from inside of one’s head out onto paper but not be “so self important that you’re an intolerable person to work with.”

His main belief is that in advertising “you have to be likable and convincing. If you have found the part of this business that you really enjoy and you’re doing it, everybody trusts somebody that seems like they’re having a good time and doing a good job.”

Palmer’s one final rule for success? “Honestly, most of it’s just showing up. You have to put yourself out there, get involved in whatever’s going on, and make yourself useful.”

Ben Palmer // The Barbarian Group

Images by Catalina Kulczar

Explore the image gallery inspired by the conversation with Ben on Moodboard by iStock.

divider

Advertising
Trending

Japanese Face Wash Creates A Perfect Rose Every Time

Arts & Culture
Mobile Yesterday

Get A Better Idea Of How You Are Wasting Your Time

The TouchTime app is trying to revolutionize personal task management by providing detailed insight on how to be more efficient

Culture Yesterday

London Telephone Box Repurposed As A Tiny Mobile Repair Shop

Tools and supplies to replace broken screens or damage are neatly stowed away in these micro-workrooms

Trending

Get PSFK's Latest Report: Future of Work

See All
Design Yesterday

Conceptual Sportswear Created Out Of Futuristic Condom Material

A Dutch fashion designer is experimenting with new methods and fabrics to make high performance clothing

Fashion Yesterday

Fashionable Tassel Will Ensure You Never Lose Your Valuables Again

The device is fashion meets connected tech, that will help you keep track of your belongings at all times

PURPLELIST EXPERTS

Kristina Dryža

Australian & International Consumer Trends Expert

Syndicated Yesterday

Would You Wear Wool Shoes To Save The Environment?

As demand for wool shoes grows, a number of US footwear brands are heading directly to the source: the sheep pastures of New Zealand

Sustainability Yesterday

Self-Healing Material Is Fashioned Out Of Squid Teeth

Penn State researchers have devised a new textile that uses organic proteins

Arts & Culture Yesterday

Search Engine Turns Your Own Drawings Into Photos

This image-matching software accepts hand-made sketches instead of keywords

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Arts & Culture Yesterday

Illustrator Interprets The Experiences Of Blind Travelers

Artist Alby Letoy creates drawings of poignant travel memories for the visually impaired

Advertising Yesterday

Clickbait Titles Used For The Good Of Charity

An agency devised an unlikely campaign that uses clickbait as a positive force to drive awareness to nonprofit initiatives

Advertising Yesterday

The Best In Eye-Catching Olympics Campaigns

PSFK rounds out the Rio Games with our picks for the best advertising moments off the field

Work Yesterday

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Arts & Culture Yesterday

Transforming Light Waves Into A New Art Form

An artist uses glass treated with layers of metallic coatings to create a unique installation called lightpaintings

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Design Yesterday

This Windbreaker Lets You Explore The Outdoors While Charging Your Phone

The apparel includes solar panels that allow the wearer to stay connected through the power of renewable energy

Asia Yesterday

The Goal Of This Game Is To Not Get Laid Off From Your Job

A hit mobile app has you working really, really hard to not get fired as you climb the corporate ladder

Advertising Yesterday

Movie Critic Bot Guides Viewers Through Festival Offerings

The Toronto International Film Festival has created a Facebook Messenger chatbot to help attendants curate their schedule

No search results found.