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Susan Credle: When we asked her how she felt Creative LIAisons helped Laszlo in his career? She replied “Ask Laszlo!” and so we did!

29 September 2019

LIA checked in with Creative LIAisons alum Laszlo Szloboda and the CCO that chose him to attend the once in a lifetime program, Susan Credle.

LIA spoke with Susan Credle, Global Chief Creative Officer of FCB about the changes in advertising and what place award shows have in our industry today. 

You must be tired. Are you tired?

 I’m not tired; I’m thankful. 

Things in advertising are changing incredibly fast. How do you keep up?

I believe that the basic principles of advertising and marketing remain consistent. Go read The Book of Gossage. You will see that Howard Gossage was wrestling with the same issues over 50 years ago. What’s changing are the tools we get to use, most of which are powered by technology.

Clay Shirky said that technology becomes important when we take it for granted. This is especially true for marketing. We need to be aware of all the new platforms and tools and understand when they become a part of our lives. That’s when creative ideas become an economic multiplier.

It’s also important to remember that as a leader, you don’t have to have all the answers. Today, we learn up and we learn down.

A big part of leadership today is knowing who to call to help solve a problem, to create a solution. Sometimes, not knowing what is possible actually makes you more creative.

“What if we could…” has led to great ideas.

What is the role of a network like FCB in an ad world where networks are getting hammered, independents are popping up all over, tech companies are continuing to gobble budgets and consultancies think they know how to do what agencies do?

At FCB, we treat ourselves like a client. The first thing we need to know is why we exist, what do we come to work to do. What is our purpose? Our purpose is very focused: using creativity, simultaneously activate short-term business while building a long-term brand. Delivering those two results sounds easy, but not many agencies focus on both. Our best work last year came out of this intent.

What place do award shows have in our industry now?
 
In the thirty years I have been privy to award shows and their impact on our industry, I have watched emotions about award shows ebb and flow. From love to hate and back again.
When I entered the business, award shows set a standard for me. I learned so much by studying what my peers considered to be the best in our industry.
 
After first using award shows as a teaching tool, I then began to use them like a coach. The shows brought out the competitor in me. They pushed me to want to win. They made me work harder, try harder. This relationship with the shows was painful. But the agony of defeat made me stronger and more resilient. Both are essential attributes.
 
Today, I still believe award shows make us better. But we must constantly redefine what “best” in our industry means. Many of us saw the damage done to our industry when our most creative ideas were produced on a small scale that had little effect on the bottom line. This year, I was proud to see the work being held to a higher standard. Our industry succeeds when big brands do big things that drive business results through creative solutions. If award shows continue to challenge and raise expectations about what defines the best work, they will remain important.
 
What makes you jealous?
 I’m not a very jealous person anymore. When I see people thriving, succeeding, it makes me happy. I guess I had an attitude adjustment somewhere along the way.
 
How do you feel Creative LIAisons helped Laszlo in his career?

Ask Laszlo!

So we did. Laszlo Szloboda – Associate Creative Director at FCB New York attended Creative LIAisons in 2016. Hear what he has to say about the program.

What have you been up to? Why? No seriously, why?
 
I’ve been working at FCB New York ever since LIA, creating campaigns like Burger King’s “The Whopper Detour” and “LG B&Binge.”
 
What's the one thing you’ve seen recently that blew your socks off?
 
Nike’s basketball stunt for Giannis Antetokounmpo on Mt. Olympus was pretty impressive. W+K Amsterdam put a hoop made of marble on the top of the mountain to honor the Greek NBA player. Best outdoor idea I’ve seen in a while, and the execution was flawless too.
 
LIA – Creative LIAisons changed your life. By how much?
 
I’ve met some really impressive people that definitely have strongly shaped my views on advertising. I’m still in touch with many of them, and fondly remember the ones I’m not in touch with too. It’s fun to follow everyone’s careers around the world, and it’s a great feeling when you see great work, you scroll to the credits list and see a familiar name. That has happened a lot since LIAisons.
 
What makes a great creative idea truly great?
The brilliance hits you immediately. Then you start thinking about it more and more. It sticks in your head. You are in total awe and a bit jealous at the same time. But in a good way – being actually jealous is silly.
 
Can a great idea today still be great in 20 years?
Yes, if you still understand the context. Good advertising is relating to the world it was created in, so a genius idea at a certain time will not seem genius if the context disappears or changes. Plus, a lot of really great ideas change advertising and a culture in a way, where doing something like it will be the obvious choice in the future. But you can still look at old ads and think “ah, that’s genius.”