The convention that Copywriters and Art Directors are the sole source, and owners, of ideas is a myth. Everyone is a “creative,” or can be, with the right mindset and training.

As technology advances and timelines tighten, its increasingly important that your ideation process produces real results, quickly, effectively and without prejudice.

If you’re still operating in the old-school mainstream model, relying on two-person Art Director/Copywriter teams to deliver the gold, then you’re already in trouble. The good news is its not too late to get everyone in your business thinking, communicating and collaborating as a creative team — and one of the best tools to facilitate that change is improvisational training.

We all know great ideas can come from anyone (and ideally, everyone), but those ideas will only be recognised and implemented if all staff are trained to do so. Is your agency set up to unleash great ideas, no matter who has them? Or do ego and creative “ownership” get in the way? Do you have the tools in your arsenal to build on, and improve ideas, rather than simply critique? What happens when your creative teams run out of steam? When the pitch is tomorrow, but a winning idea seems days away? Or a client wants an ad that isn’t an “ad?”

Improv training will give your whole agency new ways of thinking and working together so you’re always equipped to deal with situations like those above. You’ll acquire skills that make the ideation process faster, smarter, more collaborative, and way more fun. And it will give you real world tools you can put into practice today, to start seeing results tomorrow, not just in your creative department, but agency-wide.

Some of the results you can expect to see include:

INCREASED SPEED
More than ever before, speed in this game is key. We’re not just selling ads anymore, we’re solving all sorts of problems, all sorts of different ways, and to do this well, you need all hands on deck thinking and operating at maximum efficiency. Improv will make it easier to develop lots of ideas in less time.

INCREASED CONFIDENCE
Irrational fears of ridicule or being “wrong” and self editing mean sometimes the best ideas never get shared. This can lead to creative blockages and stagnation. But to paraphrase Thomas Edison, every “wrong” idea gets you closer to the right one. Improv will help you think on your feet, respond authentically, and confidently without censoring. And as trust develops amongst your team, they will take more creative risks, and try new things knowing that any good idea will get the support and development it needs to become truly great.

INCREASED AGILITY
To get new clients on board and keep old clients excited about doing new things at unexpected times, everyone on your team better have the skills to respond creatively on the spot. In today’s competitive marketplace you need to be able to change tack at a moments notice and solve traditional problems in non-traditional ways. Improv will give you the communication skills and agility to stay present and stay creative in every step of your business, not just when the brief is approved.

INCREASED SILLINESS
Improv is seriously good for business, and its also a lot of fun. We all got in this game because its way more creative than being an Accountant or Dentist (I hope). But the reality is its getting harder and harder to find the time for fun. Sure the Friday pub lunch may offer some relief, but once you’ve had Improv Training you’ll have the skills to explore the all silly stuff that leads to the golden nuggets, rather than going with the first safe, sellable idea. And you can do it anytime, every time. Even your next all-nighter.

To survive in the modern marketplace you need real creative power, resources, and ideas, not just from the cool kids who roll in after 9am, but from everyone in your agency. By leveraging the power of Improv you can get your whole team to work as a creative team, and soon your entire agency will become a new and improved “creative department.

Yes, there will always be a role for great Art Directors and Copywriters, but the Creative Department as we’ve known it is a dying breed. Because when it comes to developing ideas, solving problems, and getting noticed in the new always on, social media dominated world we live in, two creative dudes in tight jeans, cool trainers and debatable facial hair won’t always be enough — no matter how many awards they’ve won.

Eran Thomson is a recovering Ad Man and the Founder of Laugh-Masters Academy Follow: @eranthomson / @laughmastersoz

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