Three Questions for... Ben Clare

Three Questions For... Ben Clare, Creative Director at TKT Sydney/Clemenger BBDO

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

Creating advertising that matters. The landscape we operate in has changed dramatically over the last couple of years, and the problems we’re asked to solve nowadays increasingly relate to fundamental business challenges, not just pure creative communications. The rise of technology, tools and platforms enables ad agencies to give creativity a higher purpose. And the thing that excites me is that we’re beginning to see more and more work made that elevates the murky morality of adland to an industry that has the power to do good for society beyond just selling stuff.

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

The work life balance. Advertising has always been notorious for long hours, but compared to other industries, we haven’t significantly adjusted how we work since the 50s and 60s. You still see so many agency employers underpaying and/or overworking their employees. Regrettably, this type of agency culture leads to short-term gains at the expense of long-term rewards. Work can consume you, and I feel like the industry needs to get better at finding ways for that not to happen.

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

Whopper Freakout. The premise was good. But the candid, unrequited emotional responses from a bunch of bewildered and outraged Americans are what made it so bloody great. A social experiment before social experiments were cool.