This year’s Loeries jury presidents are highly influential, as they have the final say in those highly anticipated final announcements. Positively radiating old-fashioned LA funk, Jimmy Smith is heading up the print, outdoor and out of home category’s judging panel and will speak at this year’s DStv seminar of creativity. He talks us through all things creativity-related as creativity unites.

He has a wealth of experience, having previously worked his magic in a variety of roles as a copywriter, creative director, author, TV writer, video game creator, TV show talent and film and record producer in Los Angeles. His advertising career was sparked by the TV show, Bewitched, which unintentionally planted the seed of the idea of ‘branded entertainment’ for Smith, who has gone on to become a One Club board member and one of Fast Company magazine’s Top 100 Most Creative members in 2012. His work has scooped up awards for fresh advertising approaches, TV show originality and for its beauty.

With all these accolades under his belt, there is little wonder that Smith is currently chairman, CEO and CCO of Amusement Park Entertainment...

1. Gender equality is a hot topic in advertising at the moment. What can be done to tip the scales and help females shatter through the industry’s glass ceiling globally?

Smith: I don’t really know what to say about the gender equality problem, as ad agencies – in general – haven’t even been able to even solve the racial diversity problem.

It’s not rocket science. If you see a talented woman, hire her and then promote her. How hard can it be? Ditto for people of colour.

To think that any of this is still a hot topic in 2016 is pathetic! The only way to stop gender equality and racial diversity from being a topic is for clients to step in and demand that it happen… now. If clients did that, I guarantee you that you wouldn’t be asking this question in 2017.

2. What’s your view of the Loeries, as an outsider?

Smith: To be honest, I hadn’t heard of the Loeries [before being called on to judge], so I contacted some of my international creative director friends, and they ranted and raved so positively about the Loeries that I started wondering if I had been living under a rock! How could I have missed such a dope advertising award show? I certainly need to get out more!

This will be my first time judging the Loeries, and I can’t tell you how excited I am to be involved as a judge.

3. We’re excited to have you here! Focusing on creativity then: What’s the best way to get out of a creativity rut?

Smith: Soak up everything you can about the product or service you’re selling. Get out of the office yourself; don’t just rely on the planner. Then reach out and touch the target audience. See what they’re into and what they like.

Finally, forget about all of the above and just go to the movies, visit a museum, an art exhibit, go to a concert, read a comic book… do any and everything except for thinking about the assignment.

Come back to the office in a day or two and you should be good. At least, that works for me.

4. Taking a step back then, what does creativity mean to you personally?

Smith: The ultimate creator is Jesus Christ. So, that’s what creativity means to me, following in the footsteps of the Creator.

Colour me creatively inspired. If you can’t wait until Loeries® Creative Week™ Durban for more from Smith just hold out until Sunday, 31 July, when Mondelēz International and Amusement Park will partner to bring Heaven Sent to the global live stage. Airing exclusively in the US on FOX, but also set to be available across the globe through broadcast, online streaming and pay-per-view platforms. It’s a fitting title, as you’ll often hear Smith say, “Jesus has hooked a brotha up!”

Some of Smith’s other key work at Amusement Park Entertainment has been Stride Gum presents Heaven Sent, the Gatorade G Manifesto, and Gatorade Replay, as well as Nike Freestyle and Rucker Park. Now, thanks to Harman International, Smith’s newly formed record label Amusement Park Music, debuted its first hit single, “Bigger Than Us,” by Dame D.O.L.L.A. (Different On Levels the Lord Allows,) featuring Paul Rey for JBL.

If that’s not enough, you can also click here for more on Smith, remember to follow Amusement Park Entertainment’s Twitter stream and find out more about the Loeries’ 2016 jury presidents here.