Why creative jealousy is the best compliment

I’m a firm believer in "you do you", in almost all aspects of life.

Maybe it’s the only child in me, but I’ve never found jealousy that useful. Maybe I’ve been underexposed to it; like a fair-haired kid and the sun. (Side note, the sun’s back today, how good does it feel?)

Why keep up with the Joneses? Build a conservatory because you want one.

Why steal someone’s style? Pinch bits and make it your own. 

That said, I do have a friend who won a very expensive car in a raffle recently. I can’t lie—the green-eyed monster popped its head above the parapet for a second. 

But there’s a different kind of jealousy I’m here to unpack. An exciting kind. A sneaky glimmer in your eye kind. The creative kind. And here’s why I think it’s a good thing. 

Heck, why I think it’s crucial to every agency.

Jealousy is part of the package when you’re a creative.

Our delicate little egos deflate at the site of an award-winning idea on someone else’s desk, and while we can deny it, you can’t help but physically feel your soul leave the room for a second, as you think: "I wish I’d done that."

As we peek over someone’s desk to find out what they’re up to and see an incredible idea coming to life, we’re half happy for them.

But we’re also half secretly devastated and weeping into our timesheets. It’s a tough feeling to describe. Proud, yet disheartened. 

So, although for a fleeting second, it’s a tough feeling to sit with, creative jealousy is a double-edged sword of usefulness. For a start, it means you have a bloody good creative department.

In fact, as ours stands currently, I feel relief to report it’s full of jealousy-inducing geniuses.

It means you’ve got people on your payroll good enough at their jobs that they bring out a jealous streak in you.

So how do you turn jealousy into growth?

It starts at the beginning. Whenever hiring creatives, I think it’s healthy to ask: "Do these guys make everyone a little bit nervous?" If so, welcome aboard and bring your creative spark, the spark that will light a little fire under everyone else and get them flexing their creative muscles just that little bit more.

Don’t be afraid to see jealousy for what it is. It means you care. Passionately. Make this a non-negotiable for new recruits and current team members alike.  People who give a shit want to do better. They want to disrupt. They want to help their clients sell more stuff.

Embrace competitors’ jealousy as a badge of honour. You want the rivals at another agency to be saying: “Ugh, have you seen that lovely stuff TBWA\MCR are doing? Hate them.”

If you channel creative jealously positively, what’s the worst that can happen? You get better work, you bag more awards, your clients are happier. With an added dose of healthy competition to keep all involved on their toes. Providing it’s not toxic soccer mom competitive – it’s a win-win all round. 

Consider jealousy as your superpower to greatness. It will transport you from where you are, to where you want to be.

The only thing between yourself and said greatness, could be simply getting over yourself. Drink it in, share the work that made you weak at the knees, and use it like petrol on your creative fire.  

That’s internal jealousy. External jealousy on the other hand, I’m still figuring out a way to live with that. If I see one more award-winning post from a certain rival, or another eye-wateringly beautiful future impact idea from healthcare, or one more super smart logo-free OOH execution, I’ll be tempted to throw my laptop off the top of the building.

But deep breaths, and remember people are thinking the same about you. Take the rage and turn it into better. Use it as inspiration.  

For me, the first rule of jealousy is: don’t you dare let it go to waste.

Own it, use it, move on. There’s no better compliment to a creative than "I am devastated but happy for you that you’ve had that idea."

It’s simply accepting it, then smashing the living daylights out of it and doing even better.

Changing your attitude, could change your whole business. 

Becci Nadin is deputy creative director at TBWA MCR