In honour of National Creativity Day, three senior Argyle creatives – Daren, Andrew and Whitney – dive into what it means to be a “courageous creative” in today’s business communications world.
Andrew Stewart, Argyle’s VP of Creative Strategy, and Whitney Siemens, our VP of Creative, agree that creativity begins with an insight-driven strategy, and is elevated by pushing boundaries.
“Courageous creative comes by being comfortable with being a little uncomfortable,” says Siemens. “That’s what’s going to break down barriers and push beyond the envelope towards blue-sky thinking.”
Listen to the interview for Andrew and Whitney’s key insights:
Start with an in-depth conversation with the client, and if possible their audience and stakeholders. Argyle’s approach always begins with discovery.
Know your audience demographics and psychographics inside and out.
Data win all arguments. Dig deep, because it’s the unexpected insights that back a good communications strategy.
Full interview below
About the Authors
Whitney Siemens has worked in creative for over 20 years, the last 15 at Argyle. Rising from Design Manager to Creative Director and now Vice President of Creative, Whitney understands the investment required to develop award-winning campaigns.
Andrew Stewart is Argyle’s Vice President of Creative Strategy and Client Innovation. Earlier in his career, he held various strategy-focused roles at multinational PR, advertising and marketing agencies. An award-winning communicator, Andrew has created communication strategy for some of the world’s biggest brands.
Daren Wowchuk has been with Argyle for twenty years. In both writer and producer positions, Daren has created innovative communication content for clients across a long list of sectors and industries.