DGC Live from Advertising Week: Unlocking Client Creativity
Advertising Week X is in full swing and our clients wasted no time today talking about the creative process and what creative success looks like. In a session titled, “Unlocking Client Creativity,” Forbes’ Jenny Rooney talked with executives from DDB New York, sparks&honey, and 4A’s, as well as PPG, about the idea of co-creativity and how it impacts creative results.
Speaking on the panel were Peter Hempel (President & CEO, DDB New York), Nancy Hill (President & CEO, 4A’s), Rebecca Rehder (Account Director, DDB New York), Terry Young (CEO & Founder, sparks&honey) and Rob Horton (Director, Marketing, PPG Architectural Coatings).
Centered on DDB’s “The Beast” campaign for Glidden, a paint brand, the panelists talked about the importance of not stifling client creativity, and thinking with an open mind when trying to engage with consumers.
Peter Hempel said co-creativity is not just a philosophy, but a way to attach all things creative to campaigns and ultimately to the consumer. He also cited that under DDB Founder Bill Bernbach’s leadership, the agency began to partner art directors and copywriters, an innovative idea for the time that led to inter-agency collaboration across the industry.
Working with other departments, which is a major part of co-creativity, provides a chance for agencies to re-align with a new idea and to let people from neglected departments and internal marketing teams back into the creative process, according to Nancy Hill. Nancy compared outside agencies to personal trainers for brands, saying they push brands a little harder to take risks they might not take themselves.
Continuing the idea of co-creation between agencies and brands, we caught up with Terry Young to elaborate on the number one thing that drives successful co-creativity. Check out the video below to hear what he has to say.
Terry Young, CEO / founder, sparks&honey shares his perspective on enabling client/agency co-creation following a panel at Advertising Week X.
Posted on September 23, 2013, in Advertising Week, Conferences, DiGennaro Communications, Events, The Hit Board and tagged 4As, Advertising Week, AWX, DDB, Nancy Hill, Peter Hempel, Rebecca Rehder, sparks&honey, Terry Young. Bookmark the permalink. Leave a comment.