To celebrate National Creativity Day, we caught up with Andy Wright and his creative process, thoughts on the industry and on his creative career so far.
Can you tell me about yourself and your role at Dupree International?
Simply put, I work with internal staff and external contributors and suppliers to create, plan and deliver a strategic vision, on brand, for clients.
How did you start out in the creative world?
After completing my degree course in graphic design, I then went onto work for the publishing giant EMAP (now Bauer Publishing). I worked in various roles in-house at EMAP creating various work from marketing to advertising projects, both for internal and external clients. This gave me an understanding of the creative principles across a broad spectrum of disciplines. My career path stretched out from there.
If you could give someone one piece of advise to wanting to get in to a career in creative media what would it be?
There’s is no easy route. You can’t fake it. If you’re thinking of entering this world and getting a foot in the door, let alone making a career out of it, you’ve got to let it become your life. You should be thinking about some aspect of creativity all the time. Surround yourself with like-minded people and explore your collective thoughts. Constantly look around you, keep your ears open and absorb anything and everything that could at some point be a part in a jigsaw you aren’t even aware of yet. Finally, understand as many principles to producing work as possible. The more guidelines you understand the more rounded you become.
You’ve worked with a vast array of brands and industries. What has been your stand out favourite campaign to work on and why?
Phew, it’s a bit like asking which is your favourite child. Some work comes with the kudos of working on ‘that well-known brand’, other work comes in the form of sleepless nights and successful out-comes. But I guess the real memorable ones are the pieces of work that a, stand the test of time and b, always get a ‘satisfactory smile’ from the new viewer for the first time.
What is the most interesting creative brand campaign you’ve seen in media from organisations and brands other than your own?
1960-80’s VW advertising – produced by the then agency DDB. The first ad agency to bring copywriters and art directors together to form a creative team. Arguably the dawn of great, modern ‘creative’ campaigns.
Most successful creative idea that you’ve had in your career?
Again, a tricky question. As with my favourite campaign, a successful creative idea can be judged on multiple levels. I guess from a client’s perspective we produced a campaign and the whole of his UK adventure clothing stock was sold out within three weeks. The design of a ‘off the cuff’ brochure, that secured the agency I was working for 5 years of further business. My personal measure is that the creative achieved and then surpassed its initial goal rather than the aesthetics.
Wackiest idea that you’ve ever had?
I’ve been lucky to work with people willing to ‘take the risk’. That takes real guts for these people. They have jobs to hold down, salary to keep rolling in, mortgages to pay and multiply reasons to play it safe. Yet they are willing to attach their credibility to your ‘suspect’ idea.
The ones that spring to mind: Hiring 7’9” man to walk round in ATS Euromaster mechanics overalls with the line ‘The world’s biggest specialists’.
Britain’s Sexiest Cow – An agricultural campaign that ended up on This Morning with Holly and Phil.
The ‘naked fisherman’ press ad for Nash angling clothing, with the line – ‘Nash or Naked’.
Then there was the pantomime horse that unceremoniously kicked Dressage Olympian, Carl Hester, from his photoshoot and promptly sat in his place to promote a horse feed competition.
What is your creative process? Any secret rituals or tricks to engage your creative mind?
The availability of a good creative partner and a well thought out creative process. Any creative thoughts need to be on brief and on brand. It’s amazing how these two fundamental points seem to get lost in the throes of a creative journey. A good creative partner will help keep bringing ideas back on track and vice-versa. My creative process has been developed over a number of years and non-so more than within the Dupree team. Best I can say is “DupreeInternational.com” if you’re in the mood to find out more.
Best place for generating creative ideas? e.g. in the bath, on the toilet, in the car?
Funny you should state the bath, on the toilet, in the car. As all three have played a part. I think, as with a majority of us, it’s any place where you’re not disturbed and can get some serious ‘head space’.
What do you think are going to be the main challenges for creative agencies in the next two years?
The opportunity to produce ‘creative’ work, as platforms grow and grow to provide outlets is only ever going to get more and more exciting. For me it’s the challenge of creatives to remember there are principles and guidelines for creativity. A lot of people bridal at this thought, as surly ‘creativity’ by its very nature, is free from constraints. Creativity runs through mathematics, science, music, language and so on, all of which incorporate principles and guidelines. Visual creativity should not be an anomaly. I suggest if you dig deeper with visual creativity, it’s often the ignorance to understand or engage with creative principles and guidelines, that hinders truly memorable work.
To learn more about our unique creative process click here.
Or for a quote on how we can help your business find its authentic identity get in touch via 01780 757666 or email Mason Mallett: Mason.mallett@dupreeinternational.com