Finding Purpose in Creativity and Education

When I left my role as head of a corporate production agency, I wasn’t sure if I wanted to dive back in after nearly two decades. During my time ‘away’, I've worked as a freelance consultant, crafting pitches and new business proposals for various agencies. However, I found myself uncertain about returning to the helm of a production company or agency.

I spent time wandering in the deep winter cold of Alberta with a dog ironically named Summer, grappling with crises of confidence and existential questions. Who am I without a team to lead in a production office? What does the future hold for corporate production anyway?

Then, I began writing this newsletter/digital digest/blog—whatever it may be. I felt liberated creatively, dissecting everything about the status quo that I believe is flawed or ineffective. You, dear reader, have become the audience for my frustrations, taking the place of the film team in New York City who used to listen. Some of them, by the way, are degenerate addicts who have subscribed to this newsletter. I cherish them all dearly.

I called my mom. If you're fortunate enough to still have one as an adult, that's what you do. Moms tend to listen, don't judge, and offer support. Sometimes, that's all you need to let ideas percolate. Those conversations brought back a story she enjoys sharing about me as a toddler. Like all mothers, she marveled at the little things her child did. I wasn't a genius, but I grasped seemingly complex instructions quite intuitively. "Take the banana from the table and put it on the left-hand side of the TV unit, behind the picture," etc. Not exactly Einstein, but a fun party trick for her. When she asked how I understood her strange requests, my response was perfect toddler garble: "Because I can know."

Now, here's a glimpse inside the brain of someone who works in creative services. Are you ready?

"Because I can know" has kind of been my life motto. I enjoy asking questions and challenging the answers. From day one, I knew I wanted to be a film producer. However, I pursued a degree in Marketing, Media, and Film at University. Why? Because why not know? Then, I attended college to learn how to operate a camera, edit, do audio engineering, some graphic design, some 3D modeling—not because I aspired to master these skills, but because I wanted to understand the process and speak the language of the people I knew I would employ as a producer. I wanted to know, because you should.

I always joked that "Because I can know" would make good merch. Watch this space. 😉

Ask anyone who's worked with me over the past decade, and I think the consensus would be that at heart, I’m a teacher, a mentor to many throughout my career. I help people solve problems… or teach teams to build a culture to solve problems. These relationships have been some of my most fulfilling and successful. I've always been honest and transparent. Because I can know, you should know too.

When you're a young creative, you stumble into an agency, do your best not to mess up, and hopefully, mostly, almost always, learn on the job. But how often do personal development opportunities during an agency appraisal season boil down to limited options that seem to serve the agency most. Take a technical course (add a skill so we don’t have to add more people) or some presentation classes (pitch better and win us more work). While these are not valueless, they overlook many crucial aspects of our work where people need guidance and support. Anyone teaching inter-office dynamics?

As someone who understands the demands on team leaders, I recognize they're juggling numerous responsibilities. While they may genuinely desire to nurture their team's careers, they're constrained by deadlines and client demands. Balancing these priorities can be overwhelming when you haven’t been trained to be a leader, and often (always), client needs take precedence.

On the flip (client) side, communications managers are excellent people, but there’s no course you can take on this stuff. How does one get the most value from an agency when the whole process seems like such a guarded dark art? You shouldn’t have to work inside an agency to understand what to expect and how to interact with one. Because I can know, you should know too.

When employees feel their development isn't a priority for a business, they're inclined to leave. Creative agencies, in-house teams, and marketing or communications managers are facing significant challenges. They're strapped for time, budget, and options for professional growth. It's time for a change!

Which brings me to another tiny person and their words of wisdom.

My three-year-old, when she's told no more candy or apples or whatever it is that she wants, her response is - Maybe see…

It’s her version of an answer she’s been given many times. Maybe… We’ll see. So she created something new. Her own vocabulary to show her deep-rooted unwillingness to accept the status quo, or any proposition she doesn’t like.

And this, dear reader, is how my brain works. How it makes sense of the world.

I’ve always believed the route to elevating business communications isn’t to start an agency that incrementally tries to make better things, one video or campaign at a time. It’s to provide insight and inspiration to those responsible for crafting and commissioning these communications. To do it at scale, and ensure they are best placed to fulfill their potential. It’s how I’ve led agencies. I don’t make things; I help groups of people make better things by dropping into their process and providing perspective or guidance.

Two generations of three-year-olds figured out what a really different creative offer could look like, one that actually has the potential to revolutionize the practice of business-critical communications.

In today’s world, making things is only going to get easier, while knowing what to make (or say) will only get more difficult. A different type of agency is one based in education, inspiration and connecting people. And maybe it doesn't make anything at all—except a difference to the people who do the making.

"Because I can know" means giving the right people not just insight and inspiration but also skills and tools.

Will anyone do it? MaybeSee…

As you were,

MrMcK.