Creatives Whose Brilliant Ideas and Beautiful Craft Will Make You Jealous


t year's inaugural edition of the Creative 100 featured 40 agency creatives—broken down into 10 chief creative officers and 30 rank-and-file creatives. This year we've expanded the agency section to 50 creatives (pairs and groups of three count as one entry)—and put them all together, junior and senior talent, into this one list.
We've also dug deeper to find younger talent whose names you might not know, but whose work you've undoubtedly seen over the past year. They sit side by side here with some U.S.-based global chief creative officers—showing a full range of exceptional talent from literally entry-level people to global network chiefs download lucky patcher for android
What unites all of them is a passion for the work, an incessant curiosity about the world and marketing's evolving role in it, and some serious creative chops—from wonderfully unique, clever, business-changing ideas to remarkable executional ability. (Also, they are honored equally on this list—the order does not indicate a ranking.)
Congrats to all the honorees, whose work is the envy of the agency business.


• John Matejczyk
Executive Creative Director
Muh-tay-zik Hof-fer, San Francisco
A veteran of Y&R, Goodby Silverstein (twice), Fallon, BBH, TBWA\Chiat\Day and 180LA, Matejczyk in 2009 opened Muh-tay-zik Hof-fer, which has produced breakthrough work for Google, Netflix, Audi and AAA. "There is always a way," he says. "A way to pull it off, a way to make a brand fresh, a way to solve a problem. The best work is always the result of persistence." That dogged approach crosses styles and mediums, from the Super Bowl (for SoFi) to the murkier corners of the internet. Recent hits include turning wifi network names at the New York Auto Show into Audi attack ads on BMW; holding a 24-hour video-game auto race on Twitch for Audi (synced to the real-life Le Mans race); celebrating glorious messes for cleaning brand Method; and Periscoping a guinea pig whose movements in a cardboard box amusingly advised college kids whether to study or watch Netflix.




• Rohan Cooke and Laura Petruccelli
Creatives
Goodby Silverstein & Partners, San Francisco
This Australian pair arrived from Grey Melbourne in 2014 and have been integral to several remarkable GS&P campaigns. They dreamed up Sonic's exquisite "Square Shakes"—milkshakes designed for, and sold on, Instagram. They also worked on the sobering "Unacceptable Acceptance Letters" campaign about sexual assault on campus. They like to take cultural tensions and flip them to find something new. "Instagram was made for food, so why not make a food for Instagram? Students upload happy films of the moment they open their college acceptance letters, but would they be this happy if they knew that one in five [college women] would be sexually assaulted?" Petruccelli says. Adds Cooke: "We challenge ourselves to collect insights every day in everything we do. There's really no excuse when the internet shares millions of them every second. When you match the right one with the right brief, you get the rare opportunity to make a little piece of culture yourself."






• Susan Credle
Global Chief Creative Officer
FCB
Advocate of the everlasting, enemy of the ephemeral, FCB's new global CCO is steering her agency toward what she calls "Never Finished Ideas." "I am most proud of ideas that endure," Credle says. "Too often we define success one creative execution at a time. That's a very short-term measurement considering what our amazing industry is capable of." A "Never Finished Idea" is one that can be expressed in a multitude of ways over long periods of time, creating richer equity and lasting returns for brands. "The comedic ensemble that is the M&M's characters, Secret deodorant's 'Mean Stinks' anti-bullying work and Allstate's Mayhem campaign are all examples of this kind of thinking," Credle says. "At FCB, our work for Nivea Sun is becoming a Never Finished Idea. Never Finished Ideas are all around us. As an industry, we need the vision and the patience to invest in them."




• Alexander Nowak and Felix Richter
Group Creative Directors
Droga5, New York
These two GCDs are enjoying a creative run perhaps unmatched in U.S. advertising today. Their Under Armour campaigns with Gisele Bündchen and Michael Phelps won Grand Prix at successive Cannes festivals (and has also won a gold Clio), and "The Piccards" for Hennessy is one of the most visually beguiling spots of the decade—a mix of "complex storytelling and transcendental undertones," according to Richter. "We enjoy the executional part of our job just as much as the conceptual one," he adds. Nowak says the goal is simple: "We always try to make work that makes you feel something." That mix of craft and emotion has made them stars at an agency that isn't short on talent. "Alex and Felix are two of my favorite thinkers and instigators," says David Droga. "Not just for their pure creativity but for their incredible intellect and relentlessness. Good people who make good things for good reasons."










• Jaime Robinson
Chief Creative Officer
Joan Creative, New York
Robinson—who started out as a writer at Mad Dogs & Englishmen, got famous at Pereira & O'Dell (for Intel and Toshiba's multiple Grand Prix winner "The Beauty Inside") and rose to lead Wieden + Kennedy New York's creative department—has enjoyed a new challenge lately: opening her own shop, Joan Creative, with Lisa Clunie. "Picking the name and creating branding for our new agency has been one of the most thrilling things ever," she says. As they get the place up and running (General Mills is their first account), Robinson has a simple philosophy for creative management: "A little warmth and generosity can really help bring out maximum creativity in others. And it pays dividends—the more open and optimistic people you can bring into the process, the more you new and exciting things you can discover. That's why a lot of the work I've been involved with has had some kind of participatory element."






• David Littlejohn
Chief Creative Director
Humanaut, Chattanooga, Tenn.
Littlejohn caught the invention bug as a CP+B copywriter in late '00s, working on brand projects like Domino's Pizza Tracker and Best Buy Twelpforce. He opened Humanaut in 2013 as a "brand invention agency" to invent products and help other brands launch things the world has never seen. Among its more notable projects: introducing SodaStream's newest bottle-saving home sodamaker during the Super Bowl, and crafting hilarious viral spots for Organic Valley, including "Save the Bros." "If you want to be truly innovative, you have to assume you don't already know the answer to the problem," says Littlejohn, who pushes his team to "experiment, fail and learn as quickly as possible." He adds: "Getting to help brands innovate that are actually doing good in the world, like Organic Valley, is one of the most rewarding things I've ever done."

• Avery Oldfield and Adam Wolinsky
Art Director and Copywriter
Venables Bell & Partners, San Francisco
A grad school professor told this young pair that everything they make should surprise or delight. "We try not to disappoint him too badly," they say now. Their recent work has been particularly undisappointing—including REI's smash hit #OptOutside, the anti-Black Friday campaign that won the coveted Titanium Grand Prix (and a Promo Grand Prix) at Cannes last month. "Being in advertising, it was a pretty amazing and bizarre experience to work on a campaign whose sole purpose was to not sell anything," Wolinsky and Oldfield say. In addition to making Thumbtack's first national TV and out-of-home campaign, the pair are also proud of their 2015 Google spot about a gym for transgender men in Kansas City. Their approach to most projects is simple: "We just throw stuff out until we hit a wall. Then we either go for a walk, or look at dogs on Instagram. Sometimes both."




CREDIT : http://www.adweek.com/news/advertising-branding/50-creatives-whose-brilliant-ideas-and-beautiful-craft-will-make-you-jealous-172547

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