"You're not going to find the answer in a room," said Michael Beneville, the artist and designer, during the new episode of the "Tagline" podcast, which took Ad Age and iHeartMedia to Los Angeles to explore what inspires creativity. "It's, you're like staring at the bottle of shampoo and thinking like, 'Damn you, shampoo. Give me the answer.'"
Hear the New 'Tagline' on Inspiring Creativity, With Dan Lin, Mike Sheldon and Michael Beneville
Beneville was joined by fellow guests Mike Sheldon, chairman-CEO at Deutsch North America, and Dan Lin, the producer with credits including "The Lego Movie," plus host Gayle Troberman, chief marketing officer at iHeartMedia, and Yael Vengroff, a mixologist representing "Tagline" sponsor Bulleit Frontier Whisky.
"The biggest killer to good ideas is success," Sheldon argued.
"We have to convince our client that just because there was one way to do it before doesn't mean that's the only way to do it," he explained. "Because corporate America is looking for rules. Corporate America is built not to fail."
Listen to the entire episode right now:
Listen to previous "Tagline" episodes tackle creativity from different angles here, courtesy of guests including industry leaders such as DDB's Wendy Clark, Visa's Chris Curtin, GroupM's Rob Norman, Gap's Craig Brommer, McCann's Rob Reilly, Deutsch's Val DiFebo and Co:Collective's Tiffany Rolfe as well as the performers Wyclef Jean and Melissa Etheridge (and Bulleit mixologists every time).