How do you give the creative mind space to breathe, rest, and the room to create? This is the topic W+K creatives Mico and Juan covered in their talk (‘Out of Office: How culture and life outside work can inspire and influence great work’) today at the D&AD Festival, hosted at our offices in East
London. Covering examples including extreme creative sabbaticals and the simple act of taking a proper lunch hour, they spoke to a full house about how a little bit of quiet time can lead to some of the most groundbreaking ideas. Put simply: Take breaks. Go deep. Let your mind wander and see what happens. 

Advertising Week Europe is in full swing, with our very own Iain Tait speaking at The POKE Brilliant Lectures this afternoon. We’ve been making the rounds of various talks since Monday, including Heather Andrew’s session on Creativity & The Brain yesterday. A dispatch from our very own Paulo, who attended:

Heather Andrew's talk was about the tiny things brands can do to help improve the chances of consumers remembering their ads in the long run. The brain doesn’t have the capacity to remember many things, storing only what it deems necessary. With that in mind, brands have to find ways of making sure their ads emotionally resonate in the right ways so our brains naturally remember them. This isn’t a substitute for creativity, but a list of considerations brands can use to help optimise the original ideas creative agencies come up with. W+K's work was all over the opening mood film — always nice to see.