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Creativity Squared in association withPeople on LBB
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Creativity Squared: Staying Curious with Katy Sumption

17/08/2021
Advertising Agency
London, UK
308
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Atomic London's executive creative director on the demand for purposeful work and bringing something extra to the party

Katy is joint executive creative director at advertising agency Atomic London. She specialises in social first activations, digital innovation and culturally led creative. She has a drive to make creative work that helps brands connect with their audiences in a more relevant and engaging way and strives to bring in fresh talent from a wider creative network. In 2018 she was voted one of Campaign’s top 30 female leaders of tomorrow and The Dot’s 100 trailblazers.


Person 

I pride myself on being a creative that’s always searching for progression: how are we representing different audience groups?; how are we showcasing stories?; how are we changing perspectives? This shouldn’t be restricted to social purpose briefs, it’s something I believe the industry should be striving to achieve on every project. To constantly find moments to push thinking and output to a more equal space.

I’m also a very naturally curious person and intrigued by people and their stories. No matter where they’re from or their life experience, every person you meet has something you can learn from and be inspired by. For me, it’s important to be surrounded by an array of different people who are going to give you alternate perspectives; that’s how we grow as creatives.

Creativity really does come in all shapes and sizes and it’s refreshing to see the industry finally wake up and search for creative thinkers in alternative places. When I’m searching for creative people to collaborate and partner with, I’m looking for that quizzical nature, those that have theories, ideas and thoughts that they’re desperate to share with the world. Match that with hunger, passion, humility and a deep desire to learn and you really can’t go wrong. 


Product

Work has to make us feel. It has to connect with its audience, provoke an emotion and of course have a clear message. When reviewing work I’ll look for the audience relevance, the relatable story and the ownable aspect for that brand. It’s important that we ensure we’re remaining true to our client’s brand values and their consumers and not just creating in our own image or portraying our own ideals; so I’ll ask myself/others: “Is it clear from the piece of creative what the brand stands for or champions?”

More than ever before, there’s a demand for work to exist with real purpose. We must ask ourselves as creatives: “What’s the added value? Why would the audience engage, take notice, and emotionally invest? What are we giving them rather than what we want them to do?” In a world where we’re inundated with content in every possible channel, our creative work must bring something extra to the party in order for it to cut through to consumers.

For me it’s critical that work is never created for the appraisal of the industry or for what we think a judging panel might like. If we continue to shape and judge good work based on industry ideals we’ll never push things forward and we will consistently fail to connect with the brand's audience in a meaningful way.


Process

I actually find my own personal creative thoughts are strongest when I’m busy. When my mind has a million things to juggle at once my brain subconsciously jumps to exciting concepts more quickly. That being said, I really appreciate those who need time, space and silence to mull over thoughts.

But above all else, I love to collaborate. To get teams together, to throw ideas around, to build on each other's thoughts as a team. I don’t believe in the dog eat dog culture that has existed within the industry for so long. As creatives we’re inherently competitive people but a confident and well established creative should never fear sharing or giving ideas. An overprotective and over competitive culture will quickly create a toxic atmosphere that ultimately hinders creativity and inhibits the ability to find the right solution.

I also have a personal ethos called ‘Open Creation’. It’s a collaborative mindset and set of practices that by nature help me and the teams I work with think outside of the London agency bubble and partner with those who will bring fresh insight to the creation of work.

My favourite creative projects to work on, unfortunately for me, nearly always come with little time or money. Maybe I’m a sucker for punishment but I can’t help but get joy from finding alternative ways of creating and of problem solving against all odds. To roll up our sleeves and get stuck in. 

It’s on these shorter shaper projects that you tend to onboard more passionate people who bring the energy and desire to make them a success. They’re creating something with you for the love of the idea and when you pull it off despite the limitations, there’s no better feeling.


Press

I co-founded an agency and for me that was the most pivotal moment not only as a creative but as an individual too. Going from a large agency and support network to a skeleton team with no supporting creatives is a real sink or swim moment. I had to face many inhibitions, fears and doubts head on, I had to learn hard and fast and pick myself up multiple times. It was by far the most exposed I’ve ever felt but also the most liberating. Through the hard times I realised what I could actually do, where my own personal strengths were, what I truly believed in as a creative. I found new ways of working, trusted my own opinion and realised my own power. It’s thoroughly shaped how I work today and my confidence in knowing there’s smarter, more interesting, more progressive ways to create.

I can also honestly say that becoming a Mum was a real positive game changer. It put everything into perspective, dampened any inhibitions, gave me a razor sharp focus and a deeper more meaningful drive to succeed and it’s something I’ve noticed in many other working parents.

When it comes to the success of a creative project, it really is down to the dynamic between the team that surrounds it. You have to be aligned in values and vision to be able to create greatness. You have to have full trust in each other’s capabilities to allow the freedom that helps people reach their full potential. Over management or over control can be the biggest killer of great work. Creatives need the time and space to nurture ideas, to explore thinking to have the confidence to throw out top line thoughts without it being ripped apart.

If you’re aligned as a team, greatness will always follow.

Credits
Work from Atomic London
The Wonder of Christmas
Greater Anglia
20/11/2023
29
0
Big Dreams Begin on the Train
East Midlands Railway
10/10/2023
48
0
It’s time to be clear
ClearScore
24/05/2023
45
0
ALL THEIR WORK