WHY?

Iain Tait, Executive Creative Director, Google Creative Lab, New...

Thu, 21 Jun 2012 09:35:01 -0400

Iain Tait, Executive Creative Director, Google Creative Lab, New York | @iaintait

Iain can’t believe he ever worked in advertising. He jokes that anyone who feels like they’re stuck in it should just leave. He worries that people in advertising find their inspiration only from other ads. He wants people to look outside the industry, to investigate the how and why, to collaborate. He says agency culture is not conducive to collaboration. The industry is full of confusion: people want to do good work, they want to make things that are useful. But they don’t know how. They make things that smell like innovation, but they’re always missing the all-important big idea. The secret? Bring together a great story and great technology.

Tom Morton, Chief Strategy Officer, Euro RSCG, New York |...

Thu, 21 Jun 2012 09:31:03 -0400

Tom Morton, Chief Strategy Officer, Euro RSCG, New York | @tommorton

When Tom first heard about advertising he thought, shit, I can do that. Now he gets paid to be original and if he has a bad day, he knows he can just walk around in the office and find someone doing something inspiring. He says the only way our industry can be meaningful is if everything we do is interesting, truthful or entertaining. He thinks the industry’s biggest mistake is making things no one cares about.

Jess Greenwood, Director of Business Strategy, RGA, New York |...

Thu, 21 Jun 2012 09:31:00 -0400

Jess Greenwood, Director of Business Strategy, RGA, New York | @JessGreenwood

Jess feels lucky to be doing the type of work everyone wants to be doing: work that means something and can help people. She thinks agencies need the confidence to go after work that’s good for their clients and good for the world. Everyone in advertising wants to sleep at night. And even though we can’t all save the world, the least we can do is be enthusiastic. She says enthusiasm is deeply underrated and that cynicism just slows everything and everyone down.

Amir Kassaei, Chief Creative Officer, DDB Worldwide |...

Thu, 21 Jun 2012 06:17:30 -0400

Amir Kassaei, Chief Creative Officer, DDB Worldwide | @AmirKassaei

Amir says advertising is not about being an artist. It’s about solving business problems. He think agencies need to take responsibility and stand for something, and that too many of them are confused about the definition of creativity. He wants us to be relevant and take this opportunity to change society for the better.

Svetlana Copic, Associate Creative Director, New Moment New...

Thu, 21 Jun 2012 06:17:16 -0400

Svetlana Copic, Associate Creative Director, New Moment New Ideas, Belgrade

When she was six, Svetlana and her brother had a list of their favourite ads on the wall next to the TV. She always knew she wanted to do something creative and always loved watching ads, but it wasn’t until she read a book about the industry that she realised it was the job for her. She’s been at it for years now and is slightly bitter sometimes. But she’s still enthusiastic, still passionate. She says you have to really love it to do this job.

Jorge Carreño, Creative Director, Y&R, ParisJorge’s father...

Thu, 21 Jun 2012 06:17:02 -0400

Jorge Carreño, Creative Director, Y&R, Paris

Jorge’s father was in the industry so he thinks it’s in his blood. Sometimes he wants to give up because either he’s changed or the industry has and he feels stuck. But then someone on his team will come up with an idea that’s fresh and new or that makes him laugh and he’ll be reminded of why he’s here. He thinks everyone needs to remember they were a child once. And that seeing things through a child’s eyes makes you more creative, honest and lets you be surprised again.

Grant Hunter, Regional Creative Director Asia, iris Worldwide |...

Thu, 21 Jun 2012 06:16:23 -0400

Grant Hunter, Regional Creative Director Asia, iris Worldwide | @whitematter

Grant’s never really liked advertising that much. But he loves creating brands and making them come alive. He thinks Cannes Lions is a bubble and that the industry needs to be less self-serving and more concerned with social change. But that this type of work should never be done just to win awards. He says the future lies in passionate people with hybrid skill sets.

Sophia Strydom, Graphic Designer, Joe Public, South Africa |...

Thu, 21 Jun 2012 06:16:00 -0400

Sophia Strydom, Graphic Designer, Joe Public, South Africa | @Bonsai_Bunny

Sophia loved art. When her teachers kept telling her her work was too graphic, she decided to become a graphic designer. At college, you’re your own client which she says is much easier than in the real world. She says the industry is full of highs and lows but the highs are always higher than the lows.

Anthony Dever, Senior Interactive Strategist at...

Thu, 21 Jun 2012 05:59:29 -0400

Anthony Dever, Senior Interactive Strategist at Whybin\TBWA\Tequila, Sydney | @robotcircus

Anthony ran his own digital businesses and side projects for eight happy years after university. Then his dad had a heart attack. Anthony had to drop everything to care for him. When at last it was time to get back to work, he found he didn’t want to go it alone any more. He wanted to do big stuff with big companies. He was about to turn 30; it was time for a change. So armed with his digital smarts, he joined agency life. Process, structures, relationships with media agencies, meetings that make him wish the earth would gobble him up… but when it goes right, the industry’s energy and ambition is something special. Everyone should win from advertising: agency, client, consumers, community. It happens rarely, but it does sometimes. That keeps him going. That, plus not having to shave or dress up for work.

Charles Sampson, CEO, Y&R, ChinaCharles has been doing this...

Wed, 20 Jun 2012 18:13:06 -0400

Charles Sampson, CEO, Y&R, China

Charles has been doing this for 30 years. He likes it most of the time. Except when good ideas don’t see the light of day and when politics get in the way. He says there are brands, like Coca-Cola, making really meaningful and entertaining content but thinks a lot of what’s out there is pollution.

Karan Rawat, Executive Creative Director, Grey, MumbaiIn India,...

Wed, 20 Jun 2012 18:12:08 -0400

Karan Rawat, Executive Creative Director, Grey, Mumbai

In India, advertising’s really growing now. But back when Karan started, it wasn’t really well known. He thinks it’s a lovely industry where people get job satisfaction, get to be creative and make good money. He just takes the bad days with a pinch of salt and tries to turn them into good days. He really enjoys the freedom and opportunity the industry offers.

Andy Taylor, Associate Design Director, DT Melbourne |...

Wed, 20 Jun 2012 05:50:11 -0400

Andy Taylor, Associate Design Director, DT Melbourne | @andytlr

At first, Andy loved the web, but the idea of designing for it frustrated him. There were so many inconsistencies — he couldn’t ensure things would end up as he’d intended. But eventually, he realised that there were bigger challenges in making things that people use, and that inconsistency is something best embraced. Every new client brings a new challenge and new things to learn. Some people could call what Andy does “advertising.” But to him, that conjures up thoughts of press ads making your magazine twice as heavy, and TV ads that interrupt your show. He’d much prefer to be making things people want to use. That seems to matter a lot more.

Tom Moult, Executive Chairman, Ogilvy Australia |...

Wed, 20 Jun 2012 05:49:58 -0400

Tom Moult, Executive Chairman, Ogilvy Australia | @tommoult_ogilvy

Growing up, young Tom wrote to manufacturers and asked them for ‘stuff.’ Some sent him whole packs of goodies and advertising material; to this day, he still prefers those brands. That taught him something about perceived difference, and now marketing communications is the only thing he knows how to do. Cleverer people than he can explain the importance of choice and competition for our economy, he says. And without advertising, life would simply be a little duller.

Tim Devine, Creative Technologist, OgilvyOne Melbourne |...

Wed, 20 Jun 2012 05:49:53 -0400

Tim Devine, Creative Technologist, OgilvyOne Melbourne | @timothydevine

Tim specialise in technology, science and culture, and he firmly believes that our digital lives are leaping into the real space. How and why do we ask people to engage with anything digital? Tim wants to add his own piece to this great puzzle. Advertising challenges him to innovate on a grand scale; in fact, it’s fast becoming the greatest source of innovation at the intersection of real and digital life. For Tim, that matters.

Steve Landsberg, Co-Founder and Chief Creative Officer, Grok,...

Wed, 20 Jun 2012 05:49:42 -0400

Steve Landsberg, Co-Founder and Chief Creative Officer, Grok, New York

Steve says we have nothing to complain about. This isn’t a bad job – something he’s reminded of when he sits in his office and watches men tar roofs in the middle of summer. He views every knockback or obstacle as an opportunity to go back and make something better. And thinks if you do hate the industry, use your hate as motivation. Find out what it is you don’t like and change it for the better.

Josie Brown, Director of Digital, JWT Melbourne. | @JBro Young...

Wed, 20 Jun 2012 05:49:31 -0400

Josie Brown, Director of Digital, JWT Melbourne. | @JBro

Young Josie studied languages at school because she wanted nothing more than to understand people and join in their conversations. Now she loves the act of communicating: persuading people to make choices or take action in a way that’s relevant to them and makes them take notice. Technology adds a new layer to that dynamic, and opens up new possibilities. She loves coming to to work because she gets to generate creative ideas that bring those tools to life. Young Josie would be proud.

Claire Blandy, Junior Creative, iris Worldwide, London |...

Tue, 19 Jun 2012 14:30:42 -0400

Claire Blandy, Junior Creative, iris Worldwide, London | @claireblandy

Claire chose being an art director over being a designer because she heard the money was better. Now she knows she made the right decision because she loves coming up with ideas, there’s more variety and she gets a thrill from seeing her work go from a simple sketch to something in the real world. She thinks advertising is a selfish job and won’t do it forever. Eventually, she’d like to be a teacher, to give something back.

Elena George, Junior Creative, iris Worldwide, London |...

Tue, 19 Jun 2012 14:30:34 -0400

Elena George, Junior Creative, iris Worldwide, London | @elenageorge

Elena studied graphic design and when it came time to specialise she chose advertising and knew straight away it was right. She got excited about coming up with ideas and still does. The reality of the industry is not quite as exciting as she anticipated though. There are limits and clients on every job and when an idea doesn’t make it, she says you just have to learn to accept it. Then when one does, your spirits lift.

Ikuko Ota, Strategic Planning Director, Hakuhodo Kettle,...

Tue, 19 Jun 2012 14:18:56 -0400

Ikuko Ota, Strategic Planning Director, Hakuhodo Kettle, Tokyo

Hakuhodo Kettle is the first company Ikuko worked for after graduating. She never has a bad day and likes that she can help change the way people think and act. If she were to do something else, it would be flower arranging because she loves flowers.

Giovanni Lunghi, Independent Strategy Consultant,...

Tue, 19 Jun 2012 14:18:27 -0400

Giovanni Lunghi, Independent Strategy Consultant, Pubblicitaitalia, Italy

When he was 18, Giovanni needed to find a job. He started working as a copywriter because he loved communicating. Now he works independently and consults on strategy, writes about advertising and even teaches it. The most important thing he tells his students is to be passionate; not just about advertising but in everything you do.