Dan Bolton Shares His Insight into ‘Dying' Ideas
Dan Bolton is a creative partner at DDB Sydney, working on the Westpac account. Across more than 14 years, the award-winning creative has held roles at Howatson + Co, Havas London, M&C Saatchi, DDB Aotearoa New Zealand, and Droga5, and led work on clients like Qantas, Coors Light, Sealy, John West, Heinz, and McDonald’s.
“If you worry about an idea dying, you’re worried you can’t come up with the next one” – Oliver Devaris, 2008, M&C Saatchi.
24-year-old me thought “f*ck off.” Older me says maybe you’re right.
Doubt Oliver would remember dishing out this advice, as he so regularly handed out insightful one-liners like this. But this one hit a chord. It perfectly interrupted an indulgent whinge I was having after a Freedom Furniture idea didn’t get up. And was endorsed by Graham Johnson, his partner, with a sensei-like nod. This was important. Remember this Dan.
I probably tried to play it cool at the time, but the observation definitely gave me an anxious twang and a needed reality check. Then over time, it became a mantra that helped me not dwell on what might have been, look forward, and – and I’m not lying when I say this – get excited for a chance to come up with something better. In a business where 99% of our work becomes what I cheesily refer to as “practice”, it’s been total gold and a sentence I’ve borrowed to keep others moving too.
Graham and Oliver were generous mentors. The working type of creative directors who were all about the work. Writing idea after idea after idea. I saw so many ideas of theirs that didn’t get up that I wish I wrote. And so many ideas that did get up that I wish I wrote. Still do. (Watch Henri’s Hands for Herringbone right now if you haven’t seen it).
So their words had weight. And I know now that keeping moving is the key to occasionally making something great. Cheers fellas!
