'Creativity is contagious, pass it on,' The Drum Creative Awards judges share their views on creativity and advice for entrants

A snapshot of Flo Heiss' eclectic view of creativity

How do you define creativity? Here at The Drum we believe creativity is the driving force behind the marketing industry and that’s why The Drum Creative Awards are here to fly the flag for great work.

Returning for a third year, The Drum Creative Awards (previously The Drum Dream Awards) is looking to shine a light on anyone, anywhere producing great work worthy of recognition – and to do that you need a stellar panel of judges.

Here we meet two of this year’s panel – Wayne Deakin and Flo Heiss – to find out what creativity means to them , their all-time favourite piece of creative work and some advice for this year’s would-be winners.

What does creativity mean to you?

Flo Heiss (FH): It’s everything. It’s art. It’s commerce. It’s everywhere. The design of a crisp packet. The latest catwalk piece. A great film opening. A piece of music. A burger. A car. A chair. A house. A lawnmower. The Argos catalogue. A play. A t-shirt. A deep sea diving suit. A Frappuccino. A story overheard on a train. The truth. A lie. Nessie. Eminem. Kandinsky. Cy Twombly. Keith Lemon. Countdown. Instagram. The easyJet in-flight magazine. A haircut. Alan Fletcher. Flat Eric. The Domestos label. B&M Bargains. Kippenberger. Klaus Kinski. Tom Waits. Godzilla and Philip Schofield.

Wayne Deakin (WD): Creativity is about seeing and finding different ways to solve a problem. It’s about being unafraid of failing, curious of mind and generous with your ideas. Einstein had a great quote about creativity: ‘Creativity is contagious, pass it on.’

Why are you championing these awards?

FH: I love seeing what other people are up to and celebrate their work.

WD: These awards celebrate the great work that is happening right now in our industry. Great work that can come from anywhere.

Do you have a stand-out, all-time favourite piece of creative?

FH: Flat Eric is right on top for me. So irrational. So unexpected. The music. So brilliant. There are so many reasons why this film shouldn’t exist, but it does, and I’m happy about that.

What’s the biggest faux-pas a Creative Awards entrant can make?

FH: Don’t underestimate the audience (the judges) looking at your entry. Show the work, don’t sell it. You will be found out.

WD: Let the work shine please. Avoid the temptation to cloud great work with bullshit, complex dressing and ridiculous overstatements. Keep it simple. Simple is good. Simple is hard to do.

To find out more about this year’s The Drum Creative Awards, the judging panel and how to enter visit the dedicated awards website.

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