Cultivating Creative Ideas

Bouncy Castle London is a PR firm for Millennial audiences, so it's only fitting that Joe Lamb, the company's creator, cultivates levity both personally and with his team in order to garner creativity. Trend Hunter spoke with Joe via email about spurring innovation and finding ideas.

TH: How do you and your team generate great ideas? Do you have certain rituals to make creativity happen?

JL: We don't believe that there is a certain winning formula or methodology to unlocking creative ideas. Our approach is bespoke - we look at the problem and try to find a solution. We always seek inspiration from other creative work. If I could offer one tip, it would be to immerse yourself in the work of other creatives when looking for inspiration. Go and visit a gallery, museum, cinema etc.

What are some barriers to innovation? How do you get around them?

The actual process of moving things forward can be a barrier, particularly when dealing with clients with multiple stakeholders and supply chains. If you have one brilliant central idea that everyone has bought into, then you can start to find the sweet spot.

How do you identify trends? What resources do you and your team use to spot trends and insights?

We look at data insights to predict trends within our industry. The team also reads. A LOT!

Do you have specific rituals for resetting to be creative?

No, because you shouldn't have any rules when trying to be creative.

Has there ever been an instance where another industry has influenced an innovation at your company?

Yes, several. In public relations you have to innovate and learn from other industries.

What are some examples of things you can do to create a culture of innovation?

Educate and empower the talent that you have at your disposal. Give ownership of specific properties to your team and give them the responsibility to be the authority across that property; sharing knowledge and insight with the wider team.

Describe the future… For example, what do you think your industry will look like in 10 years?

Oh wow! We're all going to be living in a dystopian world powered by Facebook robots, laser-beaming content directly into your mind.

What’s the craziest thing you have done to get creative inspiration?

Removed myself from technology for a few days.