本刊记者
2022年6月29日

#戛纳国际创意节 让首席创意官失眠的原因是?

广告行业面临的挑战有哪些?CCO为何失眠?戛纳现场快问快答。

从左至右:Lucy Aitken(戛纳活动主持人), Scott Bell, Amy Ferguson, Ali Rez
从左至右:Lucy Aitken(戛纳活动主持人), Scott Bell, Amy Ferguson, Ali Rez
在戛纳国际创意节的第五天,Impact BBDO MENAP CCO Ali Rez、CCO Amy Ferguson、
Impact BBDO,TBWA\Chiat\Day New York CCO Amy Ferguson和 Droga5 CCO Scott Bell,三位首席创意官分享了广告行业面临的挑战。
 
疫情下的经验教训
 
Ali Rez谈到了他从疫情中学到的东西。其中令他印象深刻的是联合利华Hindustan作品的 ‘H for Handwashing’。
 
他说:“在疫情期间,这个行业可以创造很多美的东西。我们也吸取了很多教训。有些很显然,比如我们如何找到远程工作的方式。然后,我们看到了联合利华的 ‘H for Handwashing’作品。很多这样的营销活动都注重同理心和真实性。现在,我们在如何与受众交流方面更加真实。”
 
用创造力改变企业 
 
Scott Bell指出,企业必须关注创意团队,因为他们是“问题解决者”。
 
他说:“在Droga5,我们总是说创造力帮助客户实现超越。很多时候,我们只是将创造力应用于传播领域,可以把它应用于客户业务的任何一部分,让创造力更有效。客户来找我们是为了让他们的生意更有未来感,同时帮助他们解决气候变化等问题。说到底,创意人是解决问题的人。有创意的人无法解决问题会失眠。所以要发挥创意来改变企业,而不是仅仅是做广告。”
 
(At the end of the day, creatives are just problem solvers. A creative won’t sleep until the problem is solved. Droga5 CCO的说法你同意吗?)
 
代理商的客户关系

 Amy Ferguson将代理商与客户合作的不同阶段与情侣恋爱关系的发展进行了比较。

她说:“长期关系的秘诀是尊重。代理商和客户关系就像约会。一开始,你可能会感到尴尬和紧张。接下来,你们相互了解彼此的怪癖。然后,如果你们在一起,可以达到奇妙的境地并互相承诺。此后,可以找到更有洞察力的策略并发挥创造力。长久的关系能帮助你达成目标。”
 
每位CCO还参与了快问快答,现将原文分享如下:
 
Droga5 CCO Scott Bell
How to get most of your team in three words? Make it fun
What would you say to your younger self? You’re better than you think you are
Creativity is? My job
One trait you value most in colleagues? Trust
A buzzword you would banish forever? Ladder-up
Describe a typical work day in three words? Lots of meetings
What excites you about the next generation of creative talent? They think differently than myself
What inspired you to become a creative? The only thing I can do
 
TBWA\Chiat\Day New York CCO Amy Ferguson
The biggest challenge facing the industry? Relevancy
How do you relax? I have three kids under the age of five. So relaxing isn’t in my life, but they help get me away from work and turn off
The sharpest skill you bring to the table? Problem-solving
Your superpower? I know when people need a hug
Three words to describe a creative leader? Energy, empathy, rule-breaking
A new piece of tech or platform that excites you? TikTok
Where in the world, would the most interesting creative work be coming from? New York
What skills do you look for while hiring? Exciting – bring the energy
What have you learned in the last two years? People bring so much to the job
How can remote working happen effectively? Hope that your kids are in school
How can the industry get more people to consider a career in creativity? Work smarter and faster, and not work sometimes
 
Impact BBDO MENAP CCO Ali Rez
What’s your festival highlight? As a South Asian, I love the Unfiltered History Tour that takes on the British Museum
Which Grand Prix stuck with you this year? Vice Media's 'Unfiltered History Tour'
What learning will you take back to office? Reduce the drinking
The sharpest skill you bring to the table? Organisation
Oddest place your career has taken you? North Korea
What’s most important – faster, better or cheaper? Better
How do you describe your role to friends and family? I just say I make ads
Your superpower? Being able to answer such questions
The best thing about being back in Cannes? Meeting people
What inspires you? My son who is five and loves breaking things
Three challenges in your day job? Trying not to burn out, doing better than yesterday and finding time to help everybody
 

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