After a harsh year of quarantine, Creative LIAisons was a breath of fresh air. It’s a unique opportunity to gain insight and experience from some of the biggest talents in our industry.

 

We were lucky enough to meet John Mescall, Global ECD of McCann Worldwide. Icaro Doria, co-founder of W+K São Paulo, former CCO of DDB NY and now CCO of Hill Holliday in Boston. And the fabulous Anna Fawcett, co-founder of the production company, Filmgraphics in Australia.

 

 

John Mescall taught us that the secret of a well-crafted campaign depends on three conditions: time, money and freedom. If at least two of these conditions are not present, the exercise is difficult. Despite the talent. We also talked a lot about management. Put your ego in your work, he said. Finally, one sentence particularly caught our attention: In this job, you lose more often than you win. For one success, you have to count many failures. There's no great career without great frustrations.

 

Icaro Doria taught us how essential clarity is when you founded an agency. You can’t survive without having a clear position and sticking to it. He also told us a lot about his background and the mindset in Brazil: In Brazil, creatives are obsessive. If you want the ball, take the ball! We don't give you a golden brief just because you ask for it.

 

As for Anna, she passed on her passion for craft and production. If we had to pick one sentence: Don't treat the client like your enemy. A good relationship between the director, the agency and the client is essential. The more a client feels listened to, the more he will listen to the proposals of the director and the agency.

 

 

Today, whenever the opportunity arises, we continue to talk. Our discussions allow us to sharpen our vision of the advertising world. And also the perception of our own country. France is a beautiful market, but a small market. A market with a sense of beauty and intelligence. But we dare not think always big even when we have the ability to do so. "Always think about what creativity can do", said John Mescall. Let’s see where this piece of advice can lead us…