Prose + Comms: Engagement, Unplugged
Aug 5, 2026 · 45 min · 11 segments
Creative teams face constant pressure to move faster while working with tighter budgets. As the demand for content grows, brands need a creative process that gives strong ideas room to emerge and…
Will BurnsGuest
Brian RowleyHostLaura SmithHostBut Will, like, do you, um, like, it's right now, like I know I m- I mentioned at the beginning about, like, creating a TV commercial and it took, takes so long just for, like, you know, 10 lines of a script.
Like, people are looking for faster, more everything, right? No one has the patience for, like, a long process and all that.
Do you think that's making people less creative because the pressure's on to do things quicker?
Um, but it could make you less creative because you're not given enough time to actually think through the entire problem.
Yeah, because, like, your process though, working with your team, is pretty fast.
It's fast, but you, you notice, you, you remember we, we didn't come in with three ideas and try to shovel them down your throat as the recommendation.
We came in with 10 or 12, and we sat back and let you consume them and debate them and talk about them, and I find that that can be quite therapeutic for a client when they, they, they all...
And not necessarily you guys, but, uh, I've seen in the past where, especially with brand ideas, taglines, things like that, like, all the clients in the committee who are approving it, they all think they know the brand really, really well.
But once they have to make a decision and, and they're, they're looking at 10 or 12 different taglines, now they actually have to put a point on what they are and what they are not.
The, it's, it's almost like a, a, a sculptor getting rid of the parts that aren't the horse in order to have a sculpture of a horse.
Like, when you have 10 or 12 taglines in front of you, some people might say, "Oh, my God, we'd never do that, that, and that," but we might just, "This is kind of interesting over here.
I never thought of our brand that way." And then somebody else says, "Well, I can't believe you think of our brand that way." And now all of a sudden you have this very constructive conversation that happens between them that becomes therapeutic and sharpens all of their focus on what the brand really is.
is.Yeah, I, I actually through the process that we went through, and for those of you listening, we actually just recently worked with Will and his team on a campaign that we actually brought to life.
And Will, to be honest with you, I was a little hesitant coming into this because I was, you know, as we looked at it, you know, we're all very used to the overall approach of, you know, okay, you meet with the agency, you brief them, you sit down, you have this conversation, right? Like, and I mean, we did that, but it's all people that you're very familiar with for the most part, right? They're people that you've been working with and that.
So the only familiar face to us when we started this conversation was you, because we sat down, we gave you sort of a brief of where we're going, but then you brought in a bunch of other individuals who were doing a lot of the gathering of information and understanding the brand and doing all that stuff.
But Will, like, do you, um, like, it's right now, like I know I m- I mentioned at the beginning about, like, creating a TV commercial and it took, takes so long just for, like, you know, 10 lines of a script.
Like, people are looking for faster, more everything, right? No one has the patience for, like, a long process and all that.
Do you think that's making people less creative because the pressure's on to do things quicker?
Um, but it could make you less creative because you're not given enough time to actually think through the entire problem.
Yeah, because, like, your process though, working with your team, is pretty fast.
It's fast, but you, you notice, you, you remember we, we didn't come in with three ideas and try to shovel them down your throat as the recommendation.
We came in with 10 or 12, and we sat back and let you consume them and debate them and talk about them, and I find that that can be quite therapeutic for a client when they, they, they all...
And not necessarily you guys, but, uh, I've seen in the past where, especially with brand ideas, taglines, things like that, like, all the clients in the committee who are approving it, they all think they know the brand really, really well.
But once they have to make a decision and, and they're, they're looking at 10 or 12 different taglines, now they actually have to put a point on what they are and what they are not.
The, it's, it's almost like a, a, a sculptor getting rid of the parts that aren't the horse in order to have a sculpture of a horse.
Like, when you have 10 or 12 taglines in front of you, some people might say, "Oh, my God, we'd never do that, that, and that," but we might just, "This is kind of interesting over here.
I never thought of our brand that way." And then somebody else says, "Well, I can't believe you think of our brand that way." And now all of a sudden you have this very constructive conversation that happens between them that becomes therapeutic and sharpens all of their focus on what the brand really is.
is.Yeah, I, I actually through the process that we went through, and for those of you listening, we actually just recently worked with Will and his team on a campaign that we actually brought to life.
And Will, to be honest with you, I was a little hesitant coming into this because I was, you know, as we looked at it, you know, we're all very used to the overall approach of, you know, okay, you meet with the agency, you brief them, you sit down, you have this conversation, right? Like, and I mean, we did that, but it's all people that you're very familiar with for the most part, right? They're people that you've been working with and that.
So the only familiar face to us when we started this conversation was you, because we sat down, we gave you sort of a brief of where we're going, but then you brought in a bunch of other individuals who were doing a lot of the gathering of information and understanding the brand and doing all that stuff.
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