How would you revolutionize our business? Young creatives from around the network take on my question.

Lemon2020

Issue 35: Young Creatives

AMIR KASSAEI  Born in Iran. Grew up in Austria. Studied in France. Lived in Germany. Working globally. Chief Creative Officer DDB Worldwide. NYC, Shanghai, Berlin, Ibiza. Twitter: @amirkassaei

OUR NEXT GENERATION DEFINES THE FUTURE OF OUR BUSINESS

This month I had the honor of presiding at the Integration jury for the LIA Awards in Las Vegas. While Vegas can make you question your future, that’s not it. I was also honored to speak again at the LIA educational initiative, Creative LIAisons, a seminar for Young Creatives that coincides with the judging week and is designed to bring young talent and creative leaders together for some pretty amazing conversations. 

DDB was lucky to have five Young Creatives invited to the event – one from each region of the network. In Vegas, they heard a lot from us on how we see our industry changing and the lessons we learned along the way.  As they take some of those insights and combine them with the things that influence them in their lives, I hope they can imagine an interesting future. I wanted to continue those conversations and asked each of them how they would revolutionize our business. They are the ones who will be doing it.

“I wish I could take credit for it, but my favorite piece of future-thinking advertising is the Between Two Ferns episode where President Obama appears to promote the health care exchange to young people. Think about it – the leader of the free world took time out of his day to record a segment on Funny Or Die with the guy who slipped everyone roofies in The Hangover. That’s not a mistake. There’s no blueprint for what to say and where to say it to get people’s attention. Great ideas that are real, authentic and entertaining can live everywhere. The Obama administration needed to talk directly to young people, so instead of creating a Facebook tab or BS Instagram filter, they took a creative risk that got noticed and got results (40% jump in site traffic from young people after the episode). Freaking brilliant.”

Tyler Kirsch

“We need to stop acting as if we are above the people we are trying to connect with. We must treat them with respect and earn respect back from them. This is how human relationships work. Creatives should go beyond only working on the briefs which are handed to them and step back more often to look at their client’s business as a whole to offer new insights and find new business opportunities that take brands to the next level. A good example of this approach is the Harvey Nichols’s ‘Sorry I Spent it on Myself’ campaign. This was more than your average integrated campaign. It centered around a range of specially created in-store products, that went on to become best sellers. It can be tricky to involve Creatives prior to the development of new products or services. However, we are a business that only thrives when our clients grow. It is something we should push for more often.”

Marvin Liang

The revolution will not be advertised. Look out of the window or look at your screen and you’ll see what’s happening. Manufacturing processes are being individualized, distribution channels democratized, the only thing that separates us from learning about big news when they happen is the time shift. Governments are losing their monopoly on opinions, even on currencies. Everyone seems to concern themselves with failing businesses, and miss that the concept of business as we used to know it is failing in itself.

Tobias Hecking