A lot of agencies create work and then are happy as kittens with a ball of string at showing others how creative they are, regardless of how the work performs out in the field. But as much as we cherish our ideas, we smack them with a heaping helping of tough love on a daily basis.
When we let our work loose on the world, we are tough parents; we demand that our babies go out and work, that they achieve something. Market share, attention, buzz, increased sales, something tangible and measurable. And if they don’t, we learn and optimize until they do. We don’t see this as a threat to our creativity – quite the opposite. Knowing that our work serves a purpose inspires our talent. Research and understanding are not obstacles, they are tools. And the sharper the better.
There’s nothing wrong with scrolling.