Creativity Squared: Howard Poon and Eva Polis on How They Work as a Creative Team

After being a sportswriter for her university paper Eva Polis fell in love with writing. For a quick minute she thought about becoming a journalist, but then heard about this thing called advertising. She started her career as a writer with Palmer Jarvis now DDB Canada. Today Eva is the VP Creative Director, working with a super-talented team focused on creating great work together for DDB’s clients. Awards are great motivators because just like some species of birds Eva is drawn to shiny things.

Howard Poon has a reputation for frank feedback and has a low tolerance for complexity. He stays curious with a subscription to the Sunday New York Times and get his daily water intake in the form of coffee. As VP Design for DDB Canada, Howard collaborates with a cross-disciplinary agency team of strategists, creatives, and designers to use insight-driven design to build exceptional brands. Howard is passionate about nurturing young talent.

LBB> What kind of creative person are you?

Eva> Sour and sweet.

Howard> Sweet and sour.

Eva> Howard and I have been a creative team for 20 plus years. We balance each other. We have a creative shorthand. And our moods are always opposite even though we were born on the same day.

LBB> How do you like to see the world?

Eva> Not through my phone.

Howard> In HD cinematic mode. Even though I’m colour blind.

LBB> Do you think creativity is something that’s innate or something that you learn – why?

Eva> We’re born creative. Creativity needs to be nurtured. Too often life intervenes and creativity dims.

Howard> I agree. The education system and many work environments requires conformity to be successful. Unlearning what we already know and accept to be true, can open more doors to creativity.  

LBB> Would you consider yourself and introvert or extravert – or something else? Why?

Eva> I look like an extrovert. But I’m an introvert at heart. My mind is a beautiful place.

Howard> I’m an introvert who can be very social. Our society rewards extraverts. You need both on your team. I recommend reading Quiet: The Power of Introverts in a World That Can’t Stop Talking by Susan Cain. 

LBB> How do you feel about routine?

Eva> Routine suggests what you’re doing is boring. But what you’re doing doesn’t have to be boring. 

Howard> Routine can remove decision-making and unlock more time to focus on important things. I love to experiment. 

LBB> When it comes to creative ‘stuff’ that you enjoy, do you like things that are similar to the work you do or do you enjoy exploring?

Eva + Howard > We experience life and find inspiration from everyday things and experiences. 

PRODUCT

LBB> How do you assess whether an idea or a piece of work is truly creative? What are your criteria?

Eva> If it’s instantly a “wow” and it doesn’t need to be explained. And it moves you in some way.  

Howard> First impressions count. Plus, effectiveness. Evaluating creative in our agency with an awards criteria filter turned on is different than seeing the target audience experience the work. 

LBB> Has that criteria shifted or evolved over the years?

Eva> No. True creativity doesn’t try hard. That doesn’t mean good ideas come easily or quickly. 

Howard> There are always trends. But great ideas are usually based on a unique insight.

LBB> What creative campaigns are your proudest of and why?

Eva + Howard> Campaigns that focus on behaviour change—social marketing—are meaningful to us. We also love working in the arts and culture space. Often these are for Not-for-profit organizations with financial goals to meet. 

LBB> Overall, what do you make of the industry’s creative output right now? What’s exciting you about it or frustrating you?

Eva> It continues to be hit and miss. There are examples of stunning creativity and there are brands that play it safe. But creativity is everywhere. People don’t need permission to be creative these days. 

Howard> Creators in other fields—and tech developments like ChatGPT—push agencies and marketers to be more open. 

PROCESS

LBB> How do you like to start a campaign or creative project?

Eva> I like alone-time thinking first to digest the brief. Then coming together to brainstorm and work through ideas. 

Howard> I research the category/competition and scan existing client materials. Then I open myself up to the universe with coffee. 

LBB> Are there any tools or platforms (analogue or digital) that you find particularly helpful for gathering or iterating ideas?

Eva> Post-it notes. Lots of Post-it notes. And nature. Green inspires creativity in me. 

Howard> I find that digesting unrelated category materials—analog and digital—leads me to unexpected solutions. 

LBB> Are there any techniques that you’ve tried that just didn’t gel with you, why?

Eva> Round-robin brainstorming and boardrooms without windows.

Howard> Facilitated brainstorming. 

LBB> Do you like to start every project as a blank sheet or are you constantly collecting possible inspiration or references for future projects?

Eva> I catalogue things in my mind and later on reference them. 

Howard> A blank sheet. I bookmark inspiration on my browser and never find the links again because I forget where they’re filed. 

LBB> Do you prefer to work collaboratively or alone?

Eva> Solo first. Then together. 

Howard> Collaborative usually results in a better product. 

LBB> When it comes to the hard bits of a project, when you’re stumped, do you have a process or something you like to do for getting past those tricky bits?

Eva> Stepping away from the project and going for a walk works 9 out of 10 times. Talking through the roadblock also helps. So does saying “Ugh”.

Howard> 100 percent. Time away from the issue solves most problems. Peer review is effective also.

LBB> How do you know when a piece of work is ‘done’?

Eva> When the account leads calls to say the media department needs the creative “NOW”.

Howard> When Eva texts me to send the creative STAT.

PRESS

LBB> Where did you grow up and what early experiences do you think sowed the seeds of your creativity?

Eva> I was born and raised in Alberta, Canada. I am an only child so from an early age I created a fantasy world for myself. I still live in that world. Amazing things happen every day. 

Howard> I moved to Alberta from a small town in Saskatchewan. If my family’s café didn’t burn down from a fire, I would be a farmer. Trips to NYC feed my curiosity. Reading non-fiction expands my creativity.

LBB> How did you hone your craft?

Eva + Howard> We’re still honing. That’s what keeps our work fresh. 

LBB> When it comes to your own creativity, what external factors can really help you fly, and what do you find frustrates it? (for example, do you thrive on stress or does it spur you on? Does clutter trigger ideas or does it distract you?)

Eva> I believe in “never letting down your team” so you can always count on me. But I need good food and Post-it notes to keep me going. And mood lighting.

Howard> I thrive when I’m excited about the challenge. Especially if the project is complex and there are no obvious solutions. Eva and I are hyper-efficient when the clock is ticking. 

LBB> What advice would you give to clients looking to get the best out of the teams and agencies they worked with?

Eva> Trust that we are on your side. 

Howard> Allow us to solve your problem. Don’t tell us how to solve it. And feedback is two-way. It should be direct and honest. 

LBB> How do you think agencies can best facilitate creativity in terms of culture and design?

Eva> Create work that is meaningful for people. As opposed to creating work that is meaningful to a brand. 

Howard> Agencies help clients/brands understand their role and influence in culture. Our role is to show them possibilities.