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Summary
By William Channer | 28 April 2012 | Length: 24 mins Luke explains why creatives should leverage cultural tensions. He outlines the difference between big ideas and long ideas, and why being naughty is a catalyst for generating original ideas.Recommended Interviews
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Coming up with Truly Original Ideas
Advice
I’ve noticed many patterns in the process of creativity. One of them has been this idea that when you can build your strategy or execution in a way that includes a cultural tension, or a polarity of any sort, you usually can create more ideas and better ideas.
Luke is an award-winning copywriter with 33 years in advertising. He has worked at Fallon McElligott, The Martin Agency, and GSD&M in Austin, Texas, where he was Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business. Luke is currently the Chair of advertising at the Savannah College of Art and Design. He is author of Hey, Whipple, Squeeze This and Thirty Rooms To Hide In.
Facts
Born : Oct. 7th, 1954 in Rochester, Minnesota
Education : B.A. in Psychology
Favorite Book : Pick Me, by Vonk and Kestin
Favorite Film : The Jason Bourne trilogy
Favorite Gadget : My iPad
Favorite Meal : Any comfort food
Favorite Music : The Beatles
Favorite Place : Anywhere it's quiet.
Favorite Website : Facebook
First Job : Worked construction for three years after college.