Three Questions for… Matt Knapp

Three Questions For… Matt Knapp, Executive Creative Director at Dollar Shave Club

1. What are you most excited about that’s happening in the industry today?

I’m excited that creatives are increasingly being asked to solve a wider variety of business problems beyond just creating ads. I’ve always believed advertising creatives are some of the smartest people around and their talent is wasted on ads alone.

2. And if you could change one thing about the industry, what would it be?

There needs to be a compensation model for creatives’ ideas that is value-based and not time-based. Why shouldn’t creatives share in the financial upside of an idea that creates lasting value for a brand? If this doesn’t happen the talent drain to Google, Facebook, and the startup world will continue.

3. What is your favourite ad of all time and why?

It’s very hard to pick one. However, I was waiting for a train the other day and out of nowhere found myself singing, ‘Dumb Ways to Die,’ while backing away from the platform edge. Entertaining and potentially life-saving creativity. It doesn’t get much better than that.

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