You have one guess where I was for this Quick Conversation 🎤 👀

💡 "The best results are when we go into a room with lots of ideas and come out with something that none of us could have predicted, because it's a synthesis of our shared thinking and our collaboration" 💡

Richard Exon, co‑founder of Joint

I had the pleasure of catching up with my ex-colleague Richard Exon (we worked together many moons ago when he was CEO at RKCR/Y&R) at Joint’s London office....and I asked Richard "What is The Key 🔑 to great creativity?"

Richard Exon’s key?

🤝 Collaboration.

Which he expanded on with these three great points:

1️⃣ 🤝 True collaboration:

Bring the right people together and synthesise their ideas. If you leave with just your own idea intact, you’ve missed out on the magic.

2️⃣ 💡 Creativity belongs to everyone:

Account teams, producers, strategists, designers and clients all contribute. Creative thinking is as essential in strategy and production as it is in execution.

3️⃣ 👫 Co‑creation with clients:

Invite clients into the process from the start. Shared ambition and joint ownership lead to the most effective outcomes.

🫘 🥦 Richard Exon also shared a great example of this in action with Joint’s recent campaign for #RichmondSausages’ "Veggie Tasty" range.

🌽 The line “Your favourite veg has never tasted so sausage” came from that collaborative process 🥕 , and it's a banger!!!! 🤦‍♂️

🙏 Thank you Richard Exon for your thoughts on this and sharing that great creativity comes from Joint thinking.