The BRAVE Issue Roundtable extract

The Australian Creative BRAVE Issue featuring the POWER 20 and the IA Awards winners hits stands and desks from today. Below is an extract from our Round Table where the panel discussion centred upon courage in the creative space.

Recent arrival to our shores Damon Stapleton, the new executive creative director with Saatchi & Saatchi responds.

Q: How do you define bravery in the commercial creative space and how important is it?

A: Leo Bogart once said ads may be evaluated scientifically but they cannot be created scientifically. That is why our business at its very best is built on bravery and a very large sense of humour.

We are always trying to eliminate risk through research and focus groups but there is always that one meeting - where it's yes or no. A creative director looking at a wall full of average ideas that are easy to sell. And then, there's one idea that blows your mind but would be a lot harder to sell. What do you do?

In those 30 seconds, where you can say what everybody wants to hear or what you truly believe, bravery is essential because it forces you to be authentic.  It forces you to make that decision that takes you to the edge. You have to reach the edge. Yes, you might fall, but you also might fly. Finding out is always worth the risk.

Damon Stapleton – ECD Saatchi & Saatchi

This is an extract from the print edition of Australian Creative. The BRAVE Issue features the 2012 POWER 20 and the Illustrators Australia Awards. OUT NOW.