Do you suffer from a creative block? You’re not alone! As head of creative at a busy marketing agency, here’s how I (try to) shake a creative block – without losing my mind.
Don’t force creativity (especially not at 9am)
It’s 2025. We’re well past pretending that creativity only happens between 9 and 5. Some of my best ideas come at 10 pm, while others in the team are more inspired before the birds start singing.
Creativity isn’t a tap you can turn on at will. If you’re not a morning person, trying to summon brilliance before your first coffee is a one-way ticket to frustration. Instead, tune into your natural rhythm. Notice when ideas tend to flow, and lean into that time of day. If your job allows, shape your work around your creative peaks, not the clock.
If you’re blocked, revisit a piece of copywriting that inspired you once; sometimes the spark hides in what you already admire.
Immerse yourself in the brief
One of the quickest ways to get unstuck? Get absorbed.
Dive headfirst into the subject matter. Read about it. Watch videos. Speak to people. Ask questions. You might stumble across a nugget of insight or a surprising angle that lights the spark you’ve been searching for. The deeper you go, the more likely your brain is to start making unexpected (and interesting) connections.
Move your body, clear your head
If your screen is taunting you, step away from it.
Not forever – just long enough to reset your head. Creativity doesn’t come from staring harder. Sometimes, it’s about doing the opposite. Go for a walk, read something unrelated or water your plants.
Giving your brain a break can help untangle the mental knots and make space for something new. You might not come back with a fully formed idea, but you will come back clearer, calmer and better prepared to find one.
Give yourself time (and communicate it)
If the deadline allows, give yourself some breathing space.
Let your client know you’re taking the time to find the best solution, not just the fastest one. Most of the time, if they value quality, they’ll wait. That said – some of us thrive on pressure. If that’s you, try setting your own mini-deadlines. That little spark of urgency might be all you need to get going.
Don’t be afraid to bin it
You’ve spent hours on an idea. It’s okay. But it’s just not working.
You tweak. You adjust. You rotate. You change the font. Still not right. That’s usually a sign it’s time to stop. You don’t have to delete everything – but do give yourself permission to start something new. Changing direction might just be the best thing you do. Often, it’s in the shift that something fresh emerges.
Step away – for a few days
If you’ve been staring at the same design for too long, you’re probably ‘design blind’.
Everything looks the same. You can’t tell what’s working anymore. That’s your cue to pause. Step back. Do something else. Come back to it in a few days with fresh eyes, and what felt impossible before might suddenly become obvious.
Let go of perfection
Perfection is a myth. And I say that as someone who’s guilty of chasing it.
If you’re setting out to create the next iconic FedEx logo or break the internet with a viral masterpiece, you’re putting yourself under impossible pressure. That pressure leads straight to – you guessed it – creative block. Instead, aim for progress. Aim for something that works. When you let go of the pressure to be perfect, you create the space to be great. Trusting your instincts and stepping into a creative mindset can change everything.
Change your environment
Same chair. Same desk. Same blank screen.
It’s no wonder your ideas are hiding. Try working from a café. Or the kitchen table. Or a park bench. Even a simple change in lighting or background noise can jolt your brain into a different gear. Inspiration is often a product of perspective – and switching your surroundings can give you just that.
The formula for brilliance…
The creative process isn’t linear. Some projects will come together in 10 minutes. Others will take 10 days – or more. And that’s fine.
There’s value in stepping back – even in a structured marketing consultancy process, making space can be part of the brief.
There’s no formula for brilliance. But by listening to your own rhythms, giving yourself space, and trying a few of these techniques, you will get there. Every block is temporary. And often, just on the other side of that wall, is your best idea yet.