Creative Marketing: The Magic of Making Things Because We Can with James Thorley

James is passionate about creating work that drives action, with over 20 years’ experience across a wide range of B2B and B2C brands. He led all 1-2-1 customer comms for O2 for over four years, and has developed CRM programmes for many clients including Subway, Costa, Three, IKEA and easyJet. He’s also picked up numerous awards and created integrated UK, EMEA and global campaigns for brands such as Microsoft, Tommee Tippee, Intel, Kodak and NO MORE. Outside of work, he spends a lot of time either running very long distances or running around after his children. But not at the same time. 

LBB> What does creativity mean to your brand/agency?

James> It’s all about relationships. How can we find creative ways to ignite, nurture and strengthen the relationship between a consumer and a brand? Because the stronger we can make that relationship, the more valuable it becomes.

LBB> And more broadly what does creativity mean to you - outside of work, outside of the sphere of advertising and marketing?

James> It’s what brings joy to life. Whether it’s a song, movie, artwork, story, dance routine… making things because we can, not because we have to, is a truly magical thing.

LBB> What was the moment or experience in your career that really helped ferment the importance of creativity in marketing?

James> As a junior copywriter in my second agency role, I was lucky enough to have a very supportive boss and got to work alongside several experienced art directors. This combination helped grow my confidence and push my love of the craft. And then when some of our work went on to win awards, it showed me the impact and value that creativity can drive in the real world.

LBB> What have you learned is the key to nurturing fruitful relationships with your creative partners?

James> Creative partnerships are a very special type of relationship - you don’t see it in many other industries. They have to be founded on mutual respect and trust. An environment where you both feel completely comfortable sharing your ideas – especially the weirdest, wildest, most outlandish ones – is a necessity.

You’ve also got to be thick-skinned and have each other’s back. As with any creative endeavour, your instincts and resolve will be constantly tested. But when you can tackle whatever challenges work (and life) throws at you together, you can achieve some remarkable results.

LBB> Which creative campaigns from other brands (past or present) have inspired you most in your career and why?

James> Too many to name. Growing up with the humour of booze ads in the ‘80s and ‘90s was amazing. Castlemaine XXXX, Red Rock Cider, Carling, Boddingtons… do you want a flake in that, love? Ta.

I also loved the original ‘Dumb Ways to Die’ campaign. To turn a public service announcement (PSA) campaign into a legit earworm that still lives on today in games and on social is incredible. Likewise, ‘The Immunity Charm’, ‘Meet Graham’ and ‘The Swedish Number’. All took amazingly creative, non-traditional approaches to solve relatively traditional problems. And then there’s ‘10,000 songs in your pocket’ - what a line. 

LBB> What campaign that you’ve worked on has been the most creatively satisfying and why?

James> Probably #ListeningFromHome for No More. When the country first went into lockdown, thousands of women were suddenly trapped at home with their violent abusers. We wanted to activate their neighbours who were now working from home to listen out for and report domestic violence. Time was of the essence, so we got a full social campaign live in four days, and a TV ad produced in ten. Everyone from all sides - client, agency and production company - pulled out all the stops to make it happen. We really do hope the campaign helped those in need.

LBB> What areas of marketing are you seeing the most exciting potential for creativity?

James> The obvious answer is AI. It’s exciting to see how we can use it to amplify creativity, but we also need to make better use of the data and technology we already have. The computer they used for the first moon landing weighed 30kg and only had 36K of RAM, and look what they achieved with that… Sometimes limited parameters can be just as inspiring as limitless potential.

LBB> You must see so many ideas pitched to you - and have had to sell in so many ideas. So, what’s the key to selling a great idea?

James> Selling a great idea requires a balance of passion and understanding. Your enthusiasm should be genuine, but it's equally important to tailor the pitch to your audience. A good idea on its own isn't enough. You need to package it up with a narrative so compelling that it answers every part of the brief and almost sells itself.

LBB> In your experience how can marketing teams drive creativity throughout the rest of an organisation?

James> When times are tough, one of the first things to be cut is the marketing budget. But marketing isn’t a luxury. The more homogenised products and services become, the more a brand needs something to make its relationship with a customer memorable and valuable. And that doesn’t have to mean spending gazillions on traditional ads and channels. It means being braver, smarter, relevant, and more interesting.

LBB> How do you encourage creative excellence among your team?

James> Three things. Firstly, look at every brief as a possibility. You’ve got to nail it first, but then think, what else could we do? It doesn’t always have to be world-changing, but how else could you push the idea that bit further? 

Secondly, really understand whatever you’re selling. Because chances are, the person your ad is targeted at knows more about the product than you do.

Thirdly, take pride in your work. No matter the size or scope of the project, the writing, art direction, design and production should always be beautifully crafted. Details really matter.

LBB> The big question. We know creativity is effective but when you’re assessing an idea that’s totally original and new, how do you figure out if it’s brilliant or indulgent?

James> I guess, with experience, you get a gut feel. At MRM, we have clients from a broad range of industries, with a broad range of challenges. But one universal truth is that any idea needs to be interesting, relevant and engaging enough to break through and drive an action. If not, then it’s just noise. 

LBB> What one piece of advice do you have for marketers at the beginning of their career who’re still figuring out how to drive impactful creative marketing?

James> Be brave and be a sponge. It takes a lot of dedication, patience and resilience to get great work out there. And the inspiration for that work can come from anywhere, so you need to be constantly hungry for new ideas, insights, experiences and technologies.