Consumers today are inundated with distractions at nearly every moment throughout the day. New emails every minute, an endless scroll of Instagram photos, flashing banner ads, new Facebook comments and likes--the alerts and notifications are incessant and, after a while, become easy to ignore. To break through the commotion, not only catching but hanging on to consumer attention, you need creativity.
Creativity is what captures the consumer’s attention when everything else is just background noise. Creativity is what hangs on to that attention when another notification pops up on the screen. Creativity is what makes a consumer choose one brand out of the near infinite choices out there.
At our Global Summit in Los Angeles this year, we explored the role of creativity in today’s advertising landscape. As our global culture relies more and more on technology, some fear that creativity is losing its place in advertising. But we know it’s just the opposite.
That’s why our independent advertising agencies around the globe are enhancing their creative departments and investing in world-class creative talent. Check out some of the new creative muscle at our partner agencies:
Butler, Shine, Stern & Partners
Sausalito, California, USA
BSSP has named Matthew Curry their new chief creative officer. Curry was previously group creative director at 72andSunny where he oversaw clients including Google, Activision and Starbucks. He also worked at David&Goliath, AKQA, Saatchi & Saatchi and Ogilvy, working with clients including Beats by Dre, Nike, Toyota, Johnnie Walker, Kia and Motorola. Curry is taking over the role from John Butler as he steps into the role of co-chair.
“I’ve sat across from Matt for the last six months, and watching him architect the strategic and creative way forward has been genuinely inspiring," says BSSP CEO and Partner David Eastman. "But even more impressive is how he’s shown up as a partner to me, and all of us, in building the next iteration of BSSP. I couldn’t think of a better partner or creative leader for this agency."
Mintz + Hoke
Avon, Connecticut, USA
Sean Crane has joined Mintz + Hoke as chief creative officer. Crane is a highly-respected creative leader, storyteller, and builder of brands with experience across multiple categories including packaged goods, sports, food, fashion, finance, tourism, automotive, liquor and more. Prior to joining Mintz + Hoke he spent ten years at Grey Group as the executive creative director and writer, and also did time with Doner Advertising and Leo Burnett. Rounding out his creative chops, Sean is also an internationally-acclaimed wildlife photographer and writer.
Greater Than One
New York, NY, USA
Health and wellness digital marketing agency Greater Than One has hired Ross Thomson as chief creative officer. Thomson has a long and lauded history in creativity and healthcare. Prior to joining Greater Than One he led dynamic, multi-disciplined teams at Ogilvy Health creating leading-edge consumer and professional brand solutions for companies like Pfizer, Roche, Genentech, Johnson & Johnson, and L’Oreal. Thomson also lead the creative charge at several other agencies, including Grey Healthcare Group, Publicis London and McCann.
"The more persuasive ideas emerge when creative strategy and technology are at the intersection of imagination," said Thomson. "The team at Greater Than One and myself are firmly on the same page in that respect, which made joining such a progressive-thinking group an incredible opportunity."
MeringCarson
Sacramento, CA, USA
Mark Taylor joined MeringCarson in February as chief creative officer. Mark is a highly-regarded multi-award winning creative director. He spent much of his career at Crispin, Porter + Bogusky in various creative roles and was responsible for creating MINI Cooper’s “Let’s Motor” and the Ikea “Lamp” spot, and is credited with the reincarnation of Burger King’s the “King” and introduction of “Subservient Chicken." Most recently, Mark ran his own firm--Mark Taylor, LLC--working with BBDO, David&Goliath, Digitas, Doner, FCB, Leo Burnett, and others on campaigns for Ford, Miller Lite, Taco Bell and numerous other blue chip brands. Mark joined us at our Global Summit in Los Angeles this Spring to discuss the changing roles of creativity in our industry.
“Mark stood apart from other candidates because he lined up with our intention to expand our client roster and footprint in the U.S.," says Dave Mering, partner with MeringCarson. "We believe Mark’s work across multiple categories will attract marketers in key growth areas and that he will expand our profile outside of the California market."
These talented and experienced creative leaders help to address the growing need for creative excellence in advertising and usher in a new era for our agency partners. Congratulations to these creative folks and our agencies.
