"Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster." Stephan Vogel, Ogilvy & Mather

Efficiency and Creativity. On the surface it seems that the two could not be more far flung – there seems to be no greater paradox between the wild, free and unpredictable side of innovation and the button-downed nature of efficiency and productivity.

To an extent these preconceptions are true. It is hard to create in an atmosphere of confinement, with deadlines and processes hampering opportunities to innovate. At the same time, if there is a lack of efficiency there is a chance of missing the moment and never getting a campaign out of the door.

We need structure and measurement in order to achieve goals, meet deadlines, and stay within budget, and I believe that creativity and efficiency must work in motion together to execute a concept from ideal to actual in the most efficient and effective way.

Silver is a creative agency at heart, with the freedom and stimulus needed to produce innovative and adventurous design and campaigns. We have a wildly creative studio with big ideas, which works together with an operational team to convert novelty and innovation into a practical process that can then be implemented, managed and monitored.

Despite these distinct roles I believe that every member of Silver’s well-oiled machine has the ability to think creatively, from accounts and developers to designers and film editors. Rather than being at odds with efficiency, our creativity augments productivity by providing a unique way to solve problems. It allows us to think from a different vantage point and create a more dynamic result. At Silver we retain the ability to adapt should our briefs or our environment change. Our agility allows us to grow and to explore new opportunities, whilst always producing the best results.

Natasha Peachey is a creative and efficient Account Manager at Silver Agency.