Sometimes the best ideas are done down the pub scribbled on the back of a fag packet. Or at least that’s what I was told when I started in this business. Who would have thought that someone would take that idea and turn it into a lucrative business… well that’s just what Hugh MacLeod did back in 1997.

When he first arrived in Manhattan to undertake a 2 week freelance Copywriting gig he had no friends and spending an evening back at the YMCA where he was staying did not appeal. So he basically sat in bars doodling on the backs of business cards just to give himself something to do.

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Ever had a cheese, jam and Nice ‘n’ Spicy Nik Naks sandwich? Sounds disgusting? How do you know if you’ve not tasted it? I mean you like cheese don’t you? You like jam don’t you? And everyone loves Nice ‘n’ Spicy Nik Naks… so what’s the problem! Are you not curious as to what it might taste like?

Being curious about everything is essential if you want to be anything better than just a good Creative. Back when I was 17 I loved cheese, jam and Nice ‘n’ Spicy Nik Naks sandwiches… I also read an Encyclopedia from cover to cover and in my early twenties I happily listened as my best friend (who’s an incredibly bright bloke) explained Cosmology to me… all because one day I knew this stuff would be useful.

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I was first introduced to Claire Read whilst working at another agency. It was there when I first noticed the style and detail of her visuals. Whether it is black and white or colour sketches, they are always meticulous and of a very high standard. It’s impressive to see Claire turn my rough scamps into polished visuals with relative ease. I find Claire to be an affable character, which makes working with her a pleasure. She has a great sense of humour and as long as she can go on the internet for reference she’ll produce some fantastic illustrations!

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As I get older I’m finding my memory is starting to let me down. I rack my brain for hours on end, trying to remember things I used to be able to recall in a moment. It’s got to the point where I need to carry some form of notation equipment around with me everywhere… either a notepad and pen or my trusty iPhone for typing notes or recording voice memos.

Having lots of life experiences and memories is essential to becoming a great Creative. In my working life I have used memories from my childhood in adverts as well as experiences told to me by friends or colleagues in copy I have written or ideas I have concepted. Trouble is, as you get older the more you have to remember. And the more you have to remember, the more you find your brain lets you down.

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“How do you come up with those ideas?”

I’ve lost count of how many times I’ve been asked that question by friends or clients. It’s probably the most common question a creative person gets asked. Trying to define the creative process can be very difficult for most creatives, probably because the word ‘process’ implies that there is a series of steps that you follow to reach a solution… and we creatives like the mysticism that comes with the answer “it’s just something I can do… the ideas just appear in my head”.

Like it or not, though, there are processes that the mind goes through in order to generate ideas. I’m not saying that all minds follow the same process, but there is a basic process that the mind follows and because of the uniqueness of human beings and their life experiences; a 1000 minds can be set the same creative challenge and come up with a 1000 completely different answers.

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Our ‘Under the skin’ approach led us to understand Taxi drivers. That they are hard-working, hard-done-by, no nonsense characters. Getting their business can be tough, but once you’ve got it they can help you multiply it by word of mouth.

So when Swinton’s Taxi division came to us to ceate a promotion to drive enquiries for Taxi insurance… we knew we needed to create something special. Enter The Swinton Mystery Tipper. The campaign uses trade press, DM, flyers and shout outs on local radio to get the word out about a mysterious woman tipping cabbies a grand in different UK cities throughout 2008. No skill required, just a sticker. And to get a sticker, you have to get a quote. Easy, effective and successful, the Mystery Tipper’s appeal is its simplicity. It’s made a good few cabbies a grand richer and has given Swinton Taxi Division record results. Read more…

Red C’s Mystery Tipper Campaign for Swinton Taxi Division is a finalist at this year’s DMA Awards. The campaign which has had thousands of taxi drivers clambering for a quote is nominated in the Financial Services and Customer Acquisition categories.

Work that wins a DMA Award has also won customers. That’s what makes the DMAs stand apart from other awards.

With brilliant strategic thought and creative ideas acting as the drivers to achieve outstanding results it’s no wonder that the DMAs are highly regarded by clients and agencies.

Thanks to the Swinton Mystery Tipper campaign’s staggering results and exciting concept, the Red C creative team are guaranteed glory.