Rosanna Elliott explains how making our own creative endeavours helps us deliver better ideas to our clients.
The Means Agency was founded to do creative work. We know that commercial contracts will always be the bread and butter of our business, but we also love building our own things too.
Rather than being entirely separate things, we find that the commercial and the self-generate work feed into each other. Our efforts in one area help us perform even better in the other. Here’s how:
They generate transferable energy and skills
Our self-generated projects and the ideas we make a reality for commercial clients have a lot in common. While the latter requires us to deliver to a brief and the clients’s vision, the benefit of working with us is our creativity. Our clients come to us for imaginative ideas executed dynamically.
Take blog posts for example: Our background in writing scripts for theatre, film projects and TV pilots allows us to write in a wide-range of registers. The voice we write in for our clients is theirs, not ours. But we are able to use analogies, humour and design in a way that best presents their products, thinking and charm.
In turn, the habits that client work hones and refines – such as professional discipline, detailed planning, and project focus – are invaluable to ensuring that our self-generated projects move from ideas to reality.
It’s all too easy to get carried away with a personally exciting creative project and overlook the practicalities of completing it effectively. That becomes much less of a danger when you take a business-minded approach. We temper creative ambitions with an awareness of commercial and logistical realities.
Usually with a self-generated project — whether it’s staging a play, publishing a poetry book, or putting on an arts event — you need to invest more than time. You need cash. The question is where does that money come from?
At The Means, a proportion of the revenue drawn from our commercial projects flows into our self-generated output, whether that’s our forthcoming Coffee House Theatre project or upcoming publications.
This model means that our own creative projects are owned entirely by us and our partners.
Financially sustainable creative freedom is an ideal situation for any creator, and it’s our goal to expand and enhance that idea as we grow.