The Drum Awards for Marketing - Entry Deadline

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By Angela Haggerty | Reporter

May 2, 2014 | 3 min read

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What does it take to make it in advertising? The Drum and Twist Recruitment catch up with Krow’s Nick Hastings, who advises young creatives to avoid thinking that technology on its own is the idea.

A lot has changed in the advertising industry since Krow co-founder and creative director Nick Hastings’ career began, and his advice to hopefuls today is to resist getting swept up with technology and remember that the idea is the single most important thing.

Hastings was a late starter in the industry. While he took his first role at Bates Dorland when he left university, he lasted all of three months and walked out in the middle of a telephone call with a client because “it really wasn’t for me”.

And when he later joined CDP, he was given a full month to spend solely on one brief, something he says is “unheard of” in today’s industry.

“We all seem to assume that everybody can have great ideas within two days, and I think that makes it very difficult,” he says. “There’s not enough intuition, there’s too much research and I think there is a danger that ideas get trampled on by technology.

“People think the technology is the idea. Well, it isn’t. It doesn’t matter whether the technology is incredibly innovative and hasn’t been used before, the idea has still got to be great, and I think sometimes people get so excited about the technology that’s being used that the quality of the idea is almost secondary. We need to be careful about that.”

Interview by Paul Wood, words by Angela Haggerty

This interview is part of The Drum’s Twist or Stick series in partnership with Twist recruitment. Read the full piece in the latest issue of The Drum by subscribing here. Subscribers can download a copy here. In the next instalment of Twist or Stick, we profile Kevin Doherty, client services director at Fitch. Got a question for Kevin? Tweet us using the hashtag #twistorstick and you could see your question answered in The Drum on 28 May.

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krow Group

krow is a creative community focussed on creating Big Positive Impacts for the brands we work with.

BPI’s change the relationships people have with brands, and that changes everything.

krow is made up of 200 diverse, multi-skilled, strictly non-luvvie communication specialists, working in four offices across the UK.

MISSION is a collective of creative Agencies led by entrepreneurs who encourage an independent spirit. If we can continue to help brands thrive with some passion, some humility, some magic, and with plenty of hard work, we’ll feel like we’re doing the right thing. 1,150 people. Working in 31 places. On some of the world’s best Clients.

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Twist Recruitment

Twist or Stick was founded in 2010 with a modest ambition: to be the world’s most respected talent agency for the creative industry. A new kind of agency built on a more holistic, hands-on approach to helping talent find the right home. And helping agencies retain, develop and inspire that talent long after a role has been filled. Recruit and retain. Twist or stick.

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