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Ben Smith द्वारा प्रदान की गई सामग्री. एपिसोड, ग्राफिक्स और पॉडकास्ट विवरण सहित सभी पॉडकास्ट सामग्री Ben Smith या उनके पॉडकास्ट प्लेटफ़ॉर्म पार्टनर द्वारा सीधे अपलोड और प्रदान की जाती है। यदि आपको लगता है कि कोई आपकी अनुमति के बिना आपके कॉपीराइट किए गए कार्य का उपयोग कर रहा है, तो आप यहां बताई गई प्रक्रिया का पालन कर सकते हैं https://hi.player.fm/legal
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Mark Perkins, Creative Director at W on the Creative Moment podcast

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Manage episode 310858579 series 3075134
Ben Smith द्वारा प्रदान की गई सामग्री. एपिसोड, ग्राफिक्स और पॉडकास्ट विवरण सहित सभी पॉडकास्ट सामग्री Ben Smith या उनके पॉडकास्ट प्लेटफ़ॉर्म पार्टनर द्वारा सीधे अपलोड और प्रदान की जाती है। यदि आपको लगता है कि कोई आपकी अनुमति के बिना आपके कॉपीराइट किए गए कार्य का उपयोग कर रहा है, तो आप यहां बताई गई प्रक्रिया का पालन कर सकते हैं https://hi.player.fm/legal

Welcome to the first ever Creative Moment podcast. Hope you enjoy it, if you do please do leave us a decent review and subscribe on iTunes.

We’re going to be interviewing some of the UK's most successful Creative Directors over the next few months - so welcome to the show.

This week I'm thrilled to be catching up with Mark Perkins, creative director of W Communications. If you look at the most famous consumer PR campaigns in the UK over the last 10 years or so, most of them (not all) have come from a very small number of PR creatives, (probably less than 10) and Mark is undoubtedly a member of this pretty unique club.

Here is a summary of what Mark and I discuss:

  • How Mark showed the power of creative persuasion at a young age by getting his parents to buy a dog!
  • Why Mark learnt how to be shouted at when he worked at The Sun as Kelvin Mackenzie's runner
  • How Mark turned away from a career in journalism to a career in public relations
  • Mark tells us about his first PR job - in a windowless office, with a boss who was having a breakdown and smoked 80 a day!
  • How he managed to get a job at The Red Consultancy despite a car crash interview by writing an assessment of his interview performance to the then ceo
  • Why Mark almost left public relations in search of greater creative freedom
  • How his time at Cow PR shaped the rest of his career
  • Why Mark believes he sees things through a different lens
  • How his time at a startup has changed his approach to work
  • Why Mark left creative shop Cow to go to the more corporate MHP
  • Why Mark, while he was at MHP, wanted to “knock Mischief off their perch.”
  • How the multiple award winning Christmas Tinners campaign almost didn't get included in the pitch for the Game account
  • Mark talks us through the genesis of The NHS Missing Type campaign
  • Mark tells us why he believes the potential for creative public relations is so huge
  • What 2 questions all creatives need to ask when they come up with a campaign
  • Why speed and agility of the idea is now critical
  • Mark asks whether the story has become more important than the art in creativity
  • Why clients now want more ideas for spend
  • How modern technology has made it easier to bring an idea to life
  • Where Mark gets his creative ideas from
  • What Mark believes is the role of a creative director
  • Why brainstorms don’t normally result in high quality ideas
  • Why creatives must forget about the brand and think about the audience
  • Why Mark links entrepreneurship and creativity
  • How to apply discipline and rigour to creativity, not jazz hands and wacky ideas!
  • Mark identifies his top 2 favourite creative campaigns that he’s worked on - and the worst campaign he’s ever worked on
  continue reading

22 एपिसोडस

Artwork
iconसाझा करें
 
Manage episode 310858579 series 3075134
Ben Smith द्वारा प्रदान की गई सामग्री. एपिसोड, ग्राफिक्स और पॉडकास्ट विवरण सहित सभी पॉडकास्ट सामग्री Ben Smith या उनके पॉडकास्ट प्लेटफ़ॉर्म पार्टनर द्वारा सीधे अपलोड और प्रदान की जाती है। यदि आपको लगता है कि कोई आपकी अनुमति के बिना आपके कॉपीराइट किए गए कार्य का उपयोग कर रहा है, तो आप यहां बताई गई प्रक्रिया का पालन कर सकते हैं https://hi.player.fm/legal

Welcome to the first ever Creative Moment podcast. Hope you enjoy it, if you do please do leave us a decent review and subscribe on iTunes.

We’re going to be interviewing some of the UK's most successful Creative Directors over the next few months - so welcome to the show.

This week I'm thrilled to be catching up with Mark Perkins, creative director of W Communications. If you look at the most famous consumer PR campaigns in the UK over the last 10 years or so, most of them (not all) have come from a very small number of PR creatives, (probably less than 10) and Mark is undoubtedly a member of this pretty unique club.

Here is a summary of what Mark and I discuss:

  • How Mark showed the power of creative persuasion at a young age by getting his parents to buy a dog!
  • Why Mark learnt how to be shouted at when he worked at The Sun as Kelvin Mackenzie's runner
  • How Mark turned away from a career in journalism to a career in public relations
  • Mark tells us about his first PR job - in a windowless office, with a boss who was having a breakdown and smoked 80 a day!
  • How he managed to get a job at The Red Consultancy despite a car crash interview by writing an assessment of his interview performance to the then ceo
  • Why Mark almost left public relations in search of greater creative freedom
  • How his time at Cow PR shaped the rest of his career
  • Why Mark believes he sees things through a different lens
  • How his time at a startup has changed his approach to work
  • Why Mark left creative shop Cow to go to the more corporate MHP
  • Why Mark, while he was at MHP, wanted to “knock Mischief off their perch.”
  • How the multiple award winning Christmas Tinners campaign almost didn't get included in the pitch for the Game account
  • Mark talks us through the genesis of The NHS Missing Type campaign
  • Mark tells us why he believes the potential for creative public relations is so huge
  • What 2 questions all creatives need to ask when they come up with a campaign
  • Why speed and agility of the idea is now critical
  • Mark asks whether the story has become more important than the art in creativity
  • Why clients now want more ideas for spend
  • How modern technology has made it easier to bring an idea to life
  • Where Mark gets his creative ideas from
  • What Mark believes is the role of a creative director
  • Why brainstorms don’t normally result in high quality ideas
  • Why creatives must forget about the brand and think about the audience
  • Why Mark links entrepreneurship and creativity
  • How to apply discipline and rigour to creativity, not jazz hands and wacky ideas!
  • Mark identifies his top 2 favourite creative campaigns that he’s worked on - and the worst campaign he’s ever worked on
  continue reading

22 एपिसोडस

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