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Creative advice from the teams behind the most talked-about campaigns

Series
Meet the Makers
Guests
Luca Pannese, Co-Founder & Executive Creative Director, Small
Siddika Dehlvi, Global Business Lead, WPP Black Ops
Chris Sojka, Co-Founder/Chief Creative Officer, Madwell
Tom Martin, Chief Creative Officer, Special Group Australia
Brodie Reid, Director of Marketing, Tourism New Zealand
Ari Avishay, VP Content Marketing, HULU
Danny Robinson, Chief Creative Officer, The Martin Agency
Nihar Das, Founder, WPP Black Ops
Margaux Revol, Strategy Partner, AMV BBDO
Neel Williams, SVP Group Creative Director, The Martin Agency
Matt Mattox, SVP Group Account Director, The Martin Agency
Gabe Gordon, Co-Founder & CEO, Reach Agency
Brian Ritter, Planning Director, Wieden + Kennedy
Julian Schreiber, Chief Creative Officer, Special Group Australia
Cali Fish, Account Manager, Saatchi & Saatchi London
Franki Goodwin, Executive Creative Director, Saatchi & Saatchi London
Tony Bradbourne, Founder & CEO/CCO, Special Group
Georgie Jeffreys, Head of Marketing USA & Canada, Uber Eats
Ryan Howard, Creative Director, Madwell
Published
March 2022

How to craft the best marketing campaigns

Sometimes all it takes to transform your work is a fresh perspective. That’s why we asked leading marketers and executives to share their most important advice.

One tip to keep in mind is to prioritise authenticity in marketing. As Brodie Reid, director of marketing for Tourism New Zealand, says, “Just be really OK with letting the talent be who they are.”

This kind of realness is at the heart of Tourism New Zealand’s “Good Morning World” campaign. Everyday locals shine in these ads — without any actors or scripts. And these New Zealanders captured the world’s attention with their genuine stories.

Find inspiration from Reid and other top minds to add a new twist to your creative campaigns and shake up your brand storytelling.

Explore more of the world’s most relevant, talked-about, and iconic YouTube campaigns in the Meet the Makers series.

00:02

The most important creative advice ... It’s a good question. Give me five seconds. Stay curious. Be decisive. Say less. Be OK with giving over control. If you want your partners to think that you care about them, actually care about them.

00:26

The only way to have great ideas is to have a lot of ideas.

00:30

The most valuable creative advice I've got is to look in between spaces for a fabulous creative.

00:36

You keep hearing “make it short,” you know, people don’t have patience. They don’t have [an] attention span. But actually, if you’re going to do something super relevant, people are going to watch it and defend it.

00:49

Maybe repurposing our broadcast work isn’t the best way to get people’s attention. You know, it’s finding some of those places that people overlook because those are opportunities for surprise. You can create a story. You can entertain audiences, but you can still accomplish your brand objectives at the same time. There’s always this talk of, like, oh we need to be authentic to the audience, and it’s like, we can't be authentic to the audience unless you know who you are. And you embrace that.

01:13

Just be really OK with letting the talent be who they are. Lean into that a little bit more because people want to see the realness.

01:28

Jules and I have this model that we present a lot of glass and clay. Glass and clay is where the glass is where the central idea of the thing is, and if you change it, it shatters and breaks. The clay is what you can mould, and what you can adapt, and what you can play with. So everyone knows what the centre of an idea is and what can’t break.

01:42

We shouldn’t be telling Gen Z what to do. They’re already figuring it out. We just need to help the world understand that as well.

01:49

What they need is for you to communicate with them, and understand them, and stop judging them. Think big and then and then think even bigger.

01:57

We talk a lot about actions, not ads. Of course, we need to show up, and we need to amplify our message. But we need to back it up.

02:05

Trust the process. You might not know what the journey is going to look like. You might not know what the final asset will be, but it will be something that you will be really proud of. Great ideas do not happen by yourself. Great ideas only happen when you work together. I think that’s where [the] magic happens. Because we live at a time [that’s] so polarised, fragmented, and divided, I genuinely believe creativity has the power to bring people and divided sections together. The real most important advice I ever got [was] “Don’t go into advertising,” and I ignored it. Yeah, was that a good enough answer?

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