As always, I’m most excited by ideas. But the diverse way ideas now come to life in our industry really elevates that excitement. Now an idea can be anything from a hashtag to VR to something that creates a behavioural change. Not bad for an industry born from print and tv ads.
Ironically, while I applaud the diversity when it comes to ideas, I curse it regarding our industry’s population. Australia lacks female leadership and Adland does not have a great reputation for supporting women who want children and a career. I’d like to see a new wave of women returning after kids and an industry that’s more progressive with flexibility.
Another contradiction for you, (I’m sure there is some correlation between being creative and contrary) my favourite ad is a tvc (and created, directed and scored by men.) Sony Bravia ‘balls’. What a piece of film. I know I’m going back to 2005 but what this spot did for big ideas, the visual world and music was so magical. When those three things collide my heart explodes and at the time (and I think still now) it reminded me why I’m in advertising.