Creative insights: Don't fake the funk, y'all

18 August 2016 - 10:27 By Yolisa Mkele

There's more to the Loeries than wild parties and hefty slaps on the back at the awards which extend over two nights. A big attraction is the Seminar of Creativity at which international industry leaders share the value that creativity adds to their business, their art, their relationships and their lives.This year seven top creatives will speak at the seminar. Here are some of them:JIMMY SMITHChairman, CEO, CCO Amusement Park Entertainment, Los AngelesSmith was inspired to pursue a career in advertising by the TV series Bewitched, which also planted in him the seed of the idea of branded entertainment.He has worked his magic as a copywriter, creative director, author, TV writer, video game creator, film and record producer.Smith's work has been recognised by Cannes, Time magazine and with an Emmy nomination.What's the most important piece of advice you'd give a creative trying to advance in the industry?Your portfolio is your American Express Black Card. So focus on the work. Keep your eye on that, not your salary. If you've created dope work, you'll always have a job.Often when agencies try to create engaging brand stories it comes off as pandering or unauthentic. How does one avoid these pitfalls?Tell the truth about the brand you're working on. Y'know, keep it 100! Or as George Clinton and Bootsy Collins would say, don't fake the funk.If you could participate in any Olympic sport what would it be and why?I'd compete in the 100m, because if you beat the world record, you can truly say I'm the fastest human being to ever live. That's mind boggling.Favourite saying?"Jesus has hooked a brotha up!"LAURA JORDAN-BAMBACHCreative Partner, Mr President, LondonFor 20 years Jordan-Bambach has brought a fresh and experimental approach to digital. Combining tech insights with storytelling, she's won numerous awards for her commercial work.Former president of D&AD, she was recently named one of Britain's most influential people on the Debrett's 500 annual list for the second year running.ROLE MODEL: Laura Jordan-Bambach Picture: YOUTUBEShe's a co-founder of SheSays, a global volunteer network that works to get more women into the creative industries, and she's a trained taxidermist.What are some of the barriers preventing more women entering creative industries?There's still a lack of role models - senior women in positions of responsibility and influence.And it doesn't help when senior men belittle the issue, or talk women down by saying that creative departments operate as a meritocracy and there is no problem. It negates the experience of most women practitioners, particularly those moving up the ranks.It means that women's experiences sound and are regarded as less valid and discourages others from taking up creative careers.Has taxidermy ever influenced your creative work?I guess the attention to detail and understanding of immovable deadlines helps. And it's good practice around focus.How often are you asked about the role of women in your industry?All the time and I never get sick of it. We need more voices speaking out on these issues.It would be grand if women were also asked about their work and their creativity just as much as men too.Because we're all passionately creative and want to be rewarded and known for our work alongside our male counterparts.BRIDGET JUNGDigital creative director, Marcel Sydney, Sydney, AustraliaJung is a seasoned creative director with an art-direction and design background and more than 20 years' experience, most of it in Europe.She's at her best helping agencies and brands find the right approach to creating integrated advertising that builds brands, sells products and wins awards.Her client experience includes Hermès, Louis Vuitton, Lancôme, Nissan, Renault, Dacia, Peugeot, Evian, Hennessy, Pernod Ricard, Las Poste, Wonderbra, Publicis Groupe, Nestle and Mattel. AUTHENTIC: Bridget Jung Picture: THE LOERIESWhat are some of the biggest mistakes agencies make when speaking to millennials?I don't think there's a specific problem in addressing millennials - it's the same challenge that brands face when trying to engage any audience.Successful brands are authentic and find a credible and legitimate role. If a brand is trying to be someone else it is setting itself up for failure.Sometimes it's by admitting what you don't know that shows you understand your audience.What carries more weight, experience or education?Experience is definitely worth more than a diploma. We're only as good as our work...

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