WCRS
60 Great Portland Street
London W1W 7RT
+44(0)20 3128 6000

@WCRS_LDN on Twitter WCRS on Google+ wcrsldn on Pinterest WCRS on LinkedIn

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
  • Geek out this Halloween: read what's hot in tech in this week's digital round up by @flash_g http://t.co/6tt5tAezxA

    31 October, 17:51:54
  • Witch one would you like to eat? It's the WCRS Halloween Bake Off http://t.co/X3HoXBIQyk

    31 October, 16:11:57
  • @TheDrum And whilst you're munching you can play our Whack-a-Witch game http://t.co/sgdsShrw5i

    31 October, 15:46:56
  • @IdcircoCreative Crit. Email ben.brazier@wcrs.com and tell him WITCH day you want to come in.

    31 October, 14:00:27
  • We've made a ghoulish game for you to enjoy - a Halloween take on Whack-a-Mole. Do your worse! http://t.co/aKoYBfeqSJ http://t.co/cHTNR2yR4Z

    31 October, 11:18:53
  • Here's a spooky little story to read to your kids this evening...using the @notonthehighst storytime app of course! http://t.co/Kq2HBS5uXP

    31 October, 11:01:32
  • Happy Halloween from Churchill. Oh Meow? http://t.co/1lcx9QImeK

    31 October, 10:00:06
  • Sleepy heads, it's time to try #MorningGloryville early morning raving at 6.30am guaranteed to blow away the cobwebs! http://t.co/fjnrkUZ6MB

    30 October, 15:55:45
  • Turn your social net into a safety net. Watch our new film for #SamaritansRadar in collaboration with @SpreadingJam http://t.co/Ds5srVB801

    30 October, 15:40:35
  • @haticane Hurrah! Give him a high five from us. Or even better, get him to tell us a story!

    29 October, 16:10:40
  • Our Storytime Sounds app for @notonthehighst has had a spooky Halloween update..wooooo! http://t.co/QOunjJ0P5g http://t.co/vDHQL9w1tS

    29 October, 15:47:07
  • RT @jmelianuk: Talented @jacintocaetano from @WCRS_LDN created the concept behind #Chrom-Art logo. #art #London http://t.co/kerE5tJAIY

    29 October, 10:41:26
  • RT @OlenkaSusannah: Stuck for Halloween baking inspiration? This will sort you out. http://t.co/tPwjWckEbh http://t.co/nerItTutsa

    29 October, 10:37:25
  • And check out the #SamaritansRadar film, created by our very own Dan & Julia. Turn your social net into a safety net http://t.co/vkahZvRd1n

    29 October, 10:31:11
  • RT @EngineLondon: Great to see so much excitement about #SamaritansRadar this morning. Lovely work by @SpreadingJam: http://t.co/v8DNXe9YOl

    29 October, 10:20:14