Combat Growing Choice with Undeniable Craft

How would you describe and reflect on 2015 for the industry, creatively speaking?

It seems like we’re approaching a tipping point in terms of how advertising spend is deployed but, at the same time, television has never been better appreciated in terms of value and effectiveness. Quite often, digital is at its most transformative when it is additive, especially alongside television. I think you can see that in the emerging world of VR and AR. When new media plays in support of television advertising, the potential exists to connect with audiences in a more personal way. As regards 2015 creatively? It’s almost impossible to make year-on-year comparisons because so much is changing and the work is increasingly so varied. I tend to recall the high points and I’d say that in 2015 there were many.

What about your company’s creative performance; how much do you think you’ve grown this year?

The ‘Help’ project we did with Bullitt Branded (and director Justin Lin) for Google’s Advanced Technology group was a creative stand-out for us. It’s a project ‘first’ in terms of how so many technology problems we had to solve on a single project. In my view, it’s a high water mark in VR and one of the many things we’re proud to have contributed to in 2015. Creativegrowth for us in 2015 has meant greater variety and trying to meet the challenge of applying excellence in craft to an ever-broader range of design, experiential and – of course - virtual and augmented reality projects that we’re working on.

What has your own best personal achievement been in the past 12 months and why?

Two things. The first was finding, in Technicolor, a new owner for The Mill that is not only steeped in brilliant image-making history but is determined now to position itself at the centre of the exciting convergence between technology and creativity. The second thing was riding the Fireflies West from San Francisco to Los Angeles. I really should have done this years ago!

And looking ahead to 2016, what are you most excited about in terms of the industry and advertising?

The resilience of creativity. Weak ideas and poor craft provide nothing for the consumer. Inside many agencies and other content makers, there is a hungry vigour to get great ideas made but I'd also like to see more bold experimenting and careful crafting in new media, using the right tools for the right story.

Give us an example of a strategy/approach from a brand you’d like to see more of in 2016…

Inevitably, I look at campaigns through the lens of craft. I’ve been delighted to see some well-crafted campaigns in the "good cause" arena. What is sometimes an afterthought seems more at the core of heart felt moving stories and campaigns, a brand giving something back to its audience. The AT&T texting campaign film, It Can Wait, directed by Frederic Planchon is a great example. Powerful as a stand-alone spot it became doubly effective through the support of other media channels. The John Lewis Man on the Moon campaign, directed by Kim Gherig, had elements of that too with its poignant reference to the elderly and link to the Age UK charity. Like AT&T it was also beautifully told, but also complemented by a smartphone game, merchandise and installations. 

Which campaign, piece of work or moment will you remember this year for and why?

There are just so many great examples, it would be like picking one of my children... I'd never be able to do that! However, the two campaigns mentioned above – AT&T and John Lewis – are memorable at a time when people have too much choice about what to watch and frankly whether or not to take action. Campaigns that move people are funny, sad or mind-blowing. They also tend to be well-crafted. Strong craft in both traditional and emerging platforms that's what I’d like to see more of that 2016.

How do you think the US has performed this year in comparison to other leading markets such as the UK?

Wherever consumer confidence is highest, great work can happen and for that reason, the UK and US have been two of the strongest markets. In the US there are more companies, such as the tech ones, jumping into the world of content creation. That is less true of the UK.

What’s your new year’s resolution, workwise or other?

Like wishes, they are compromised if you share them.