UNPROMPTED #8 with Mark Denton, Creative Boss at COY! Communications and Author of Unleash the Power of Puerility
In this conversation we cover showmanship, originality, and why sometimes the best strategy is to think less and just make.
Have we lost the art of just… having a think? Is the power between our ears getting outmuscled by the power behind our screens? I, Ollie Bartlett, am on a mission to find out.
Join me in short Q&As with fellow creatives to find out how the most original minds maintain and nurture their critical thinking, in a world where it’s all too easy to outsource it.
This is UNPROMPTED. Where we have a think about having a think.
Each guest brings a piece of ‘analogue art’. That is, anything made off-screen. We start by unpacking how and why they made it. Then move into a few sharp questions on how they stay connected to their critical thinking.
✍️ The Analogue
Tell me about what you’ve made. What is it? and what were you trying to get at when you made it?
’Nudie Wood’ - An artistic expression of a happy memory from the age of innocence.
In the early 60s you couldn’t take more than a couple of steps into any woodland area without finding a stash of ‘Art’ Magazines
What message did you want to send out into the world with it?
There used to be hidden benefits in being a badger.
Do you see anything new in it now, that you didn’t see as you were making it?
It’s crying out for a custom-made frame made from twigs and torn nudie books.
What do you like and dislike about it?
I LOVE everything about it.
What did making this teach you about yourself?
Creating it confirmed that I’m NOT great at painting but that really doesn’t matter at all.
🧠 The Thinking
How important is critical thinking to your job, and in what ways?
I had to Google ‘critical thinking’ to find out what it was (really). Generally I try not to complicate my creative process with too much deep-thinking of any kind.
How do you set yourself up to do your best thinking?
I grab a pen and start scribbling and I don’t stop until I get that ’special’ feeling down below.
How do you avoid getting lazy or repetitive in your thinking?
I don’t worry about my work getting repetitive…all of my creative output has a whiff of me about it, that’s what makes it good.
How do you use technology to support your thinking? And when/how do you know to step away from the screens?
Of course I occasionally look at reference online and dabble with Ai BUT there’s nothing as good as a blank sheet of paper and a writing implement…it’s all I need.
If you had one piece of advice for people looking to think of ideas that shock or surprise them, what would it be?
Don’t aim to shock for the sake of it…it’s better to be ENTERTAINING (and occasionally that might be shocking and surprising).
You’re seen as a bit of a legend in this industry, when the next wave of creatives look back at your work and your way of doing things, what’s the one thing you’d hope they notice, and the one thing you’d want to pass on to them?
I’d rather the next wave of creatives call me with a new job instead of looking back at my old work tbh…BUT if they notice anything from my past efforts then I hope they can see that it’s aimed at punters first rather than other people in advertising.
You’re such a natural showman, I believe the ability to present is arguable the most important skill as a creative. How did you get so good at it?
BLUSH!!! - When I first started in the business I was afraid to open my mouth (because I was a bit common) - as soon as I gave myself permission to be myself and let people see how genuinely enthusiastic I was then the whole world opened up for me.