Want digital creativity? Pull the plug, PRCA event hears

Attendees at a PRCA Digital Group event in London last night were told that the best way to encourage digital creativity is by switching off their laptop for a few hours, or days.

Three of the 15 speakers giving five-minute 'lightning talks' extolled the benefits of logging off and spending time away from their laptops and smartphones – although all three had made the discovery by mistake.

Claire Martin, head of content at Kantar, called her talk 'how to have the most productive afternoon of your life'. She described that when her laptop broke down and IT told her it would take several hours to fix, she was initially concerned, only to find the experience allowed her to think more creatively as she got away from her emails and other distractions.

The same idea was also raised by Adam Clyne, head of digital EMEA at Weber Shandwick, who switched off each week in observance of the Jewish sabbath, and Tamara Holland, a marketing controller at Sky, who enjoyed the creativity of the Burning Man Festival, a week-long event in the Nevada desert far from mobile phone reception.

The event also saw Candace Kuss, director of social media at H+K Strategies, explain why US presidential hopeful Hillary Clinton was her social media hero, and Emma Sexton, founder of creative agency Make Your Words Work, tell firms to embrace freelance and flexible working to ensure the corporate environment did not stifle creativity.

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