Three Questions for... Julian Schreiber

Three Questions For... Julian Schreiber, Partner/Executive Creative Director at Cummins&Partners, Sydney

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

I get excited about what we're now solving for clients. Things ten or twenty years ago, no one would have said was advertising. I love it when we have a conversation with a client and they start with "You probably can't solve this but..."

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

I think the industry needs to better champion the value of its creativity in business. It’s becoming a bit of a time and money squeeze. Quality thinking and execution shouldn’t be a ‘nice to have’.

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

Honestly, it changes all the time. But today it’s Gatorade ‘Replay’. It’s a pioneer of branded content. It was big and audacious. It had a fresh shape of idea and shouted the possibilities of the industry.