Working as teams:You've talked about a toolbox for coming up with ideas on your own. What particular exercises for mining out creative ideas as a team do you find useful? Also, how much research/legwork do you try to do on your own before coming together with your partner? (I'm sure this varies by project, complexity, time constraints, etc.)
There’s really no difference between coming up with ideas on your own and coming up with ideas with your partner. Except when you’re working with a partner, you’ve opened yourself up to synergy. Ideas tend to snowball quicker and in better ways when you’re working with your partner.I’m very hesitant to recommend any books to you other than the annuals and “Hey Whipple.” But Ernie Schenck’s “The Houdini Solution” has some very good suggestions on jumpstarting your creative thinking in Chapter 10.It’s a great book, and Ernie’s a great writer. So if you want to give Chapter 10 a look, go ahead. But do not use this book as a crutch. There’s a tendency for young, aspiring creatives to seek out a magic formula for doing ads, which of course doesn’t exist. And trust me, you have no business reading any book if you’re not already spending at least 3-4 hours a week pouring over the annuals.As far as doing research on your own before coming together with your partner, I’d suggest spending at least an hour or two doing your own snooping. It will give you something to talk about when you and your partner meet. Hopefully, you’ll have both uncovered something the other hasn’t. And if you both start to get a hunch as to what the messaging should be about, there’s a good chance that you’re both right.