Creative Renaissance 2009

AdNews Creative Renaissance Podcasts are a series of interviews in which we ask thought leaders and innovators, at the forefront of the marketing and communication industries, six key questions.

Anthony Freedman, CEO of Host - Sydney

Anthony Freedman, discusses:

• How creativity is changing and the need to explore creative ideas that work to engage people across multiple platforms.

• The importance of collaboration and how creativity works with media planning and channel planning in the development of campaign ideas.

• How the 'Happy banking' philosophy for BankWest is utilised across all areas of their business from branches through to marketing communications.

• Are marketers embracing the need for holistic planning and what changes do they need to make, to adopt this approach?

Sir John Hegarty, Worldwide Creative Director, Bartle Bogle Hegarty

Sir John Hegarty discusses:

• How the global brand ideas such as Johnny Walker 'Keep walking' and 'The Lynx/Axe effect' have evolved over the years.

• How BBH develops 'big enduring ideas' to achieve brand engagement.

• How BBH uses Engagement planning and where creativity fits into this process.

• How creativity has changed since BBH was established in 1983.

Warren Brown, Executive Creative Director and Founding Partner of BMF

Warren Brown discusses

• How different creative ideas are today compared to awarding winning advertising in the 1990's?

• How BMF is committed to the power of creative ideas and fosters continual change in creativity?

•   How BMF develops creative ideas such as Wonder Performance bread that work across multiple communication platforms?

• How the 'Noah's Ark' principle with full service capability all under one roof works for BMF?

• How does BMF apply their creative skills to develop campaigns such as the ComBank Student Freebee campaign?

Bob Liodice, President and CEO - Association of National Advertisers, New York

Bob Liodice discusses: Are marketers embracing the need for holistic planning and what changes do they need to make, to adopt this approach? How creativity is changing and exploring the need for marketers to adopt integrated marketing strategies. How Mastercard is using integrated marketing strategies for their ‘Priceless’ campaign. Why is it now crucial for marketers to achieve strategic and creative consistency across all communications disciplines?