Lessons from The Great Pottery Throwdown #1

There was a salutary lesson for all creatives in last night’s The Great Pottery Throwdown. The six remaining potters (it was the quarter final, but this was a TV game show quarter final, not the FA Cup – quarter final just means two more programmes to go) were given the task of producing two pots in the style of the Acoma tribe of North America.

They were carefully briefed by the perpetually lachrymose Keith Brymer Jones and the “lovely” Rich Miller (my wife has always called him lovely – she met him years ago when he was artist in residence at the Cranleigh Arts Centre) to produce a large water pot and a small seed pot. The former needed to be light with a bulbous bottom and a wide neck. The latter was to be smaller, with a small neck. The potters could choose how to decorate their pots and they duly came up with a wide range of ideas. So far so good.

However, two of the potters, Sal (widely tipped to win the whole thing as she is very good) and Alon decided to add some little extras of their own. Sal added a broad rim to the neck of her water pot, and Alon decided to create his pots using some sort of origami technique.

Midway through the process, the potters also had to make an Alabama ring bottle. Sal and Alon came first and second respectively. Under any normal circumstances this would have ensured their progress to the next programme.

However, not this time.

Both Sal and Alon were sent home. Cue outrage on Twitter.

However, Keith and Rich were right – and this is the lesson every creative must, must, must remember. ANSWER THE BRIEF. You’ll have plenty of opportunities to innovate, do your own thing, push the envelope, break the mould, make your mark etc. etc. on other occasions – i.e., on your own time – but if you’re given a brief, follow it. It is the document (always insist on something in writing so your client can’t wriggle out of it later) by which your work will be judged. It should include a single-minded proposition – if it doesn’t, ask for one – and will keep your thinking on track.

So, here are twelve questions you should ask yourself the next time you stand back to admire whatever it is you’ve just made. Granted many of the questions are more relevant to B2B marketing than pottery, but you get my drift.

1. Does it meet the brief?

2. Is the proposition clear? (if the proposition was clear and single-minded in the first place, this should be easy)

3. Is the offer clear?

4. Is the call to action clear?

5. Is it “on brand”?

6. Is the tone of voice correct?

7. Is the work appropriate for the audience?

8. Is it an original idea? (If it isn’t, does it matter?)

9. Does the idea track through the communication?

10. Can the concept be produced within the budget?

11. Can the concept be produced within the schedule?

12. Does it meet the brief?

So, sorry Sal and Alon. May your Acoma pots be a warning to others.