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IN DEFENCE OF DUMB

Watford Week is upon us. 20 bright young things from Watford College join us for five days of briefs, crits and creative japes. Predictably, I’m tasked with making it a Watford Week to remember, so I’m off to Kaffeine

Whilst I’m out parting with way too much green for strong brown water and milk, our beloved tech team strike gold. WATFORD LIVE. A live broadcast of our Watford Week crit on the web with an interactive photo-stitched wall douhickey so you can follow in detail what goes down in one of these mysterious sessions.

I’m left wondering what will separate the creative chaff from the wheat on the big day? “Great creatives could have been planners” a great suit once said. A tempting theory, but “Thou Shalt Not Give Credit To Planners” says the good book of creativity. Inter-departmental banter aside, he’s right. Great creatives are strategic thinkers and if you’ve ever seen a good student book, you’ll know it’s mostly strategy. Ergo, great creatives are intelligent.

Or are they? The best creatives are more often a curious mixture of intelligence and inanity. In my book, dumb is good. Logic is a good start, but it only gets you so far. Dumb, on the other hand, throws logic out the window and plays in the periphery. Clever is literal, dumb is lateral. There’s nothing I enjoy more than sitting in a room with creatives and allowing the dumb to flow. When the dumb flows, it’s high tide at lateral bay. And it’s more fun. You’re far more likely to be creative in a room full of pearly whites than you are surrounded by furrowed brows.

A dumb idea sometimes just feels right. And when something feels right, clever can come in and clean it up, tick the boxes. That dumb idea you held back could have been the making of your career, just ask the geniuses that coined ‘More Than Freeman’. So to give intelligences its due, and to paraphrase Robert Downey Jnr. in Tropic Thunder: Never go full dumb. Always keep a little clever in the tank. Or find a planner who speaks dumb and clever to translate.

So, what are we hoping for with WATFORD LIVE? Clever ideas? Dumb ideas? I’m hoping for an entertaining mix of both. Watch this space for a link to WATFORD LIVE, broadcasting on Thursday 8th March, late afternoon. I’m the big one with glasses.

WCRS Tweets
  • Giant sculpture crawls out of the ground in Budapest http://t.co/C102yD05Tr via @boredpanda http://t.co/FzbGewc60e

    24 October, 15:25:33
  • Nothing like an apocalypse to get you in shape! Fitness instructor Adele Kirby's audio training app on @kickstarter http://t.co/4esFzQzEZA

    24 October, 11:39:27
  • Our Royal Navy work is shortlisted for two @COOHawards. Well done team! http://t.co/pGA83BUcgY

    24 October, 09:56:34
  • Always full of wonders. Nice edit of #WildlifePhotographeroftheYear on @CreativeReview. http://t.co/uzCMb0YcPg http://t.co/EOTg9vsIoT

    24 October, 08:47:32
  • RT @ninajas: Great reference to @RobinWightUK from @EngineLondon @WCRS_LDN famous "the future is orange" http://t.co/XkyZAxvlfd

    24 October, 08:39:42
  • Nice. A collection of @NASA sounds from historic spaceflights & current missions on @SoundCloud https://t.co/pbvxtkNHHC

    23 October, 16:20:23
  • RT @EngineLondon: Klein: 'Think Beyond your core products, but always stay true to your brand message'

    23 October, 14:10:12
  • RT @EngineLondon: Next up we have our CEO @girlfromafrica, who is talking about creativity for the ultra-connected consumer. http://t.co/Xy

    23 October, 14:10:00
  • Gen Z need to be warned about throwing data at internet gods. Here's @DinoBurbidge Kids Media Manipulation Manifesto http://t.co/F2rZ5N1D1A

    23 October, 13:03:52
  • A collection of loopy looping doodles from @Drew_Tyndell http://t.co/u2XasSXXmG http://t.co/Tk8GlseLGE

    23 October, 13:00:44
  • RT @MarketingUK: Why Generation Z needs a 'birds and the bees' chat about the digital world http://t.co/DZJPO9pPPY http://t.co/i2Vp12HGKg

    23 October, 11:19:58
  • Our Head of Tech & Innovation @DinoBurbidge in @MarketingUK about why Gen Z need the digital 'birds & the bees' chat http://t.co/0hg3bSw8Um

    23 October, 11:06:55
  • RT @ninajas: Still bursting with pride as @womensaid and @WCRS_LDN win the @OceanOutdoorUK competition http://t.co/GM86yBjtDt

    23 October, 08:58:24
  • @vin_laden gets to hang out with the birthday boy. #ohyes http://t.co/cgugpjbA4i

    22 October, 16:18:59
  • More good news...we're up for two @CampaignbigAwds this evening for Royal Navy and BMWi3. #OhYes http://t.co/8wFvmBSn0q

    22 October, 16:12:30