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New research from Alive Communications, the ideas consultancy, suggests UK employers should allow staff an extra hour in bed if they want more creative ideas from their workforce. In a survey conducted among the UK’s business community, results reveal the morning as the most fertile time for ideas formation - and bed as the most inspiring setting!

Other findings show that 90 per cent of respondents generate only 0-5 business ideas per month, with over 80 per cent claiming to have had their ideas stolen by other people and used as their own. Whilst these findings demonstrate an uninspired Britain, 73 per cent of interviewees believe that anybody can have creative ideas given the right encouragement, with only 17 per cent thinking that ideas come only from ‘ideas people’.

Even though businesses have recognised and addressed overloaded workforces with the introduction of ‘duvet day’ schemes, these are usually unproductive (if not reproductive!) times. Alive’s concern is making a genuine creative space for people, allowing them time for reflection and imagination.

Lud Romano, founder and managing director of Alive Communications said: “Alive’s job is to provide creative ideas to organisations, and in many cases we only need to release ideas that are already there. However, we can see from this survey and from our own experience that Britain is slipping in the innovation stakes. With the daily bombardment of information we face and the continued stress of commuting, it’s unsurprising that British business is dulled creatively.

Britain is the hardest working European country yet it lags behind many other countries in terms of creativity. We’re under no illusions that the petition will lead to imminent Government legislation, but it should at least get people thinking. Plus a split 9.00 and 10.00am start would be a blessing for all commuters,” he continued.

Alive will be launching a petition for the ‘creative hour’ as an online initiative using viral marketing, which has proved to be a very efficient medium for promoting initiatives of this nature. Participants will be invited to register their support via e-mail, and the results will then be presented to the Secretary of State for Trade and Industry, Patricia Hewitt, and made available on general release.

The research was carried out by Alive Communications’ ideas council, ‘Headlock’. Headlock was established in 2002 to help businesses unlock their own solutions for successful internal and external communication strategies. People can register their support by e-mailing

About Alive Communications

Alive provides innovative and creative ideas to businesses and implements this creativity through a variety of media. It works closely with its customers to understand their objectives and needs to meet their communication requirements.

Alive Communications was founded in 1999 by its managing director, Lud Romano. Alive specialises in live-event, exhibition and video design and production. It has a number of high profile clients and works closely with leading global organisations including Citibank, American Express and BT.

Further information

David Pincott / Ged Carroll / Lucy Shelley

Tel: 020 7760 7050

Email: / /

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