Loeries Creative Week Cape Town company news



Subscribe to industry newsletters

Loeries Creative Week Cape Town company news

The Loeries Creativity Q&A: Insights from the creator of "Dumb ways to die" Patrick Baron, ECD of McCann Australia

Issued by: The Loeries | 26 Aug 2014 15:43
In this week's exclusive Loeries Creativity Q&A series for Bizcommunity.com, Jessica Taylor chats to Patrick Baron, Executive Creative Director of McCann Australia.
Patrick Baron
Patrick Baron
Bizcommunity You were recently appointed as the Executive Creative Director of McCann Melbourne. What do you think will be the next big thing in advertising?
Patrick Baron: We're all searching for the next big thing in music, science, medicine, entertainment, popular culture, technology, diet, exercise, fashion and communications. Innovations in technology and data have driven revolutionary change over the last ten years and you'd expect this to continue. Having said that, if I had a clue what the answer was I'd probably keep it to myself and use it in our next campaign.

Bizcommunity What has been the most invaluable piece of advice offered to you during your career in advertising?
Baron: Fail harder.

Bizcommunity Can you name a piece of work that you wish you had done?
Baron:Campaigns I'd wish I'd done change over the years and many are from Australia. I'm a fan of Old Spice.

Bizcommunity Creativity can be a challenge when you're on deadline, the idea was bombed, and your team has been working 20 hour days. How do you keep inspiring creative thinking in your team?
Baron:Truly motivated creative thinkers drive themselves. Inspired creatives are inspiring creatives.

Bizcommunity What do you think makes award-winning work?
Baron:There's a great deal of creativity, inspiration, technology, science, research, sweat, tears and beers that goes into developing award-winning work. A singular idea is essential. It can also depend on the purpose behind the idea. But the ingredient I look for in our agency's work is its humanity.

Don't miss the DStv Seminar of Creativity at Cape Town City Hall on Friday 19 September. Patrick Baron will be joined by other international leaders including Facebook's Rob Newlan, Unilever's Yaw Nsarkoh; PJ Pereira, CEO and co-founder Pereira and O'Dell, San Francisco; Stephen Doyle, Creative Director, Doyle Partners, New York City and Ali Ali the acclaimed commercial's director from Egypt and former Executive Creative Director and Founder of Elephant.

For more:
    
 
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.

News