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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
  • Kinda dizzy & sea-sick inducing, but also kinda cool. New GIFs by Dave Whyte mixing art & maths http://t.co/qcQs6ic1Ol

    27 August, 11:17:12
  • Ahead of #KateBush's return to stage tonight @CreativeReview has put together a post of 5 of her most amazing videos http://t.co/YGucS6WHPA

    26 August, 15:38:18
  • Freelance mid-weight agency TV Production Assistant needed ASAP. Good with detail, experienced in adapts. Please email recruitment@wcrs.com

    26 August, 14:28:35
  • Inspirational talk by @jonburkhart on the power of #newsjacking and real-time creativity via http://t.co/tXHOT3YgOU http://t.co/uH47HeKzwd

    26 August, 13:40:25
  • Humorous new Parisian street art from Pejac http://t.co/SvWKWp0181 http://t.co/L8Ro3TrAes

    26 August, 11:53:25
  • RT @TheDrum: Does #gender make a difference in running a creative agency? @CriticalMass and @WCRS_Ldn CEOs discuss http://t.co/BohczXuTYX

    25 August, 13:26:40
  • Happy 3 day weekend! Here is some fun stuff to get out and see this Bank Holiday http://t.co/pzjo59HgdU

    22 August, 15:47:33
  • @mcgarrybowenuk Go team! We'll look forward to seeing Peter at @Oystertweet's clip ;-)

    22 August, 14:12:05
  • Bank Holiday w/c Friday calls for something silly. May we present perfectly timed dog photos http://t.co/uIgXDqRdmR http://t.co/FuWOlxrr1J

    22 August, 10:22:11
  • Love the scooter @jonburkhart any tricks to show us? http://t.co/fT45X77Dyw

    21 August, 17:13:30
  • Question for the urgent genius @jonburkhart can we see your #icebucketchallenge http://t.co/rH17cWYvxp

    21 August, 17:07:12
  • Mental to listen to but here's a nice visualization of people listening to the same song at the same time on @Spotify http://t.co/zOmLOkOO4O

    21 August, 14:19:12
  • Thanks to @SpreadingJam we've taken the #IceBucketChallenge & now nominate... @mcgarrybowenuk @FCBinferno @thisisdare http://t.co/37vtO6tiU4

    21 August, 13:18:22
  • @SpreadingJam We accept #icebucketchallenge. Although cold just thinking about it! @MHPC @mndassoc @callingbrands

    20 August, 12:17:16
  • RT @EngineLondon: Great news for @SpreadingJam and @WCRS_LDN today - both shortlisted for two @Campaignmag Big Awards!

    20 August, 11:39:55