WHAT INSPIRES MEPlanners’ view

WHAT INSPIRES ME?

Inspiration cannot be defined or described in most of cases. However, we asked some planners working in leading Polish agencies to explain how they work. Their answers could be a guidance to know where inspiration grow.

Street, Internet, Fakt (Polish tabloid), The Economist, Scientific Databases (EBSCO, ProQuest)

MARCIN EJSMONT (GREY)

I think it depends on situation and context. I just try to have my eyes wide open and observe the reality. However I would

recommend to search the solution for most difficult things in simple thinking. In a long strategic projects, where there are

multiple phases it’s very easy to lose yourself. Therefore, I recommend “common sense” as an inspiration.

TOMASZ BARTNIK (ONE11)

Everywhere I can. From everyday press, gossip sites, observing people during shopping to blogs, case studies, books. And last, but not least, interviews

with normal people who buy our products. ANNA ROMAN (HAVAS)

First of all I try to understand the people’s perspective. The ones we want to convince to do something. And inspiration can be everywhere - research, reportage, some quote from discussion

board or photo. BARTEK HANUS (LOWE WARSAW)

It’s fascinating (I know how it sounds) to observe and to eavesdrop people in supermarkets, shopping malls, public transport. Chats in the queue or by

shopping shelfs are definitely more valuable sources of knowledge than piles of researches.

GRZEGORZ BEREZOWSKI (NAPOLEON)

Everything. I click on everything, read discussion boards, watch, watch, watch. I make a lot of cross-references - search Google, expanding the

scheme. I meditate which speeds up the process a lot. I got my eyes open and try not to miss anything. And classical techniques - metaphors,

analogies, mind maps, negations, displacement - changing the surrounding and context. I change keyboard for notepad and pen, then

pen to crayons. Changing a tool change way of thinking. JACEK STUDZIŃSKI (WELL)

I look for it everywhere. In the places I can find some clues. At the bus stop, in overheard phone call. At the cafe, in the two friends chat, even in mimics and gestures during conversation. And of course on Facebook - it’s a mine of thoughts and opinions. Of course, reports and researches

are valuable sources of knowledge. However, it’s good to leave your desk for a while and have a 5 minute talk with consumer or seller. I must admit

it’s hard considering your workday duties, but can be very helpful. ANNA KOSTRO (VML POLAND)

It’s a cliche - it is everywhere. In traveling, music, literature, movies, museums, garden work, meetings with friends, discussions, conflicts,

conferences, concerts, shopping malls, forests, beaches and long closed drawers. My motto is inspiration comes from the outside. That rule never

let me down. On the other side, I don’t believe in “tools” because every problem is unique and new. When someone ask me about tools I always

answer: notepad and pencil. MAREK STANISZEWSKI (HAVAS)

I think that there is no such a thing as inspiration. But there is an ability to see the motivations of someone’s

behavior and understand what we are looking at. Normally, it requires a lot of intelligence. It took some

time until I got it. KRZYSZTOF DWORZYŃSKI (SAATCHI&SAATCHI)

In people. In technology. In Biedronka.

Everywhere you can. WOJTEK WALCZAK & RADEK KACZMAREK

(MELTING POT)

WHAT INSPIRES YOU?

Paweł Loedl @ploedl

Bartosz Piński @bartoszpinski

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