Staff Writer
Feb 6, 2023

Independent creative chiefs on turning attention into sales

How do creatives — wherever in the world — address the new client imperative to produce ideas that do more than get noticed?

PARTNER CONTENT
Today, clients want more from advertising than attention — they’re after measurable results in sales and market share. 
 
This new imperative changes the perspective and approach for creativity, the fuel of marketing, and leads creatives to seek a new level of inspiration. 
 
How do they go about it? We asked five internationally-spread creative leaders from the Worldwide Partners global network of independent agencies how they prime themselves and their teams to answer these new demands and produce commerce-grade creative.
 
In this film, we dig into the processes, mindsets and styles of these five creatives — with seven Cannes Lions among them — and ask:
  • How they find creative inspiration
  • How they get beyond the brief
  • And, crucially, how they create brand impact within the new commercial imperative
Featuring (in order of appearance):
Guto Araki, chief creative officer, R&R Partners, Las Vegas (awards: Cannes Lions, Clios and The One Show)
Emerson Braga, chief creative officer, Propeg, Brazil (awards: six Cannes Lions - one gold; New York Festivals; The One Show; Eurobest and El Ojo de Iberoamérica)
Sheryl Thomson, creative director, Union Direct, Edinburgh (awards: 55 for marketing effectiveness in the past seven years; Marketing Society Scotland’s Agency of the Year three times)
Frans McCabe, founder, Rosbeef!, Paris (awards: Les Agences de L’Anneé Independent Agency of the Year, Clio shortlist)
Sam Kent, associate creative director, TMW Business, Winnersh, UK (awards: regional agency award 2022; finalist B2B MarTech Awards)
Source:
Campaign UK
Topics

Related Articles

Just Published

2 days ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

2 days ago

Publicis Groupe acquires influencer agency Captiv8

Captiv8 will join forces with the group's Influential and Epsilon.

2 days ago

Agency Report Card 2024: EssenceMediacom

In a difficult year underlined by restructuring and turmoil within parent company GroupM, the world’s largest media agency still holds many of the keys to mount a stronger rebound in 2025.

2 days ago

Disney sets sail: VP Sarah Fox on the brand’s ...

With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.