DAN LUCEY, VICKI MAGUIRE, BOBBY PAWAR, LAURA FLORENCE AND JEAN-FRANÇOIS SACCO OFFER SOME ADVICE TO OTHER CREATIVES ACROSS OUR GLOBAL NETWORK WHEN IT COMES TO TACKLING 2021.
Vicki Maguire, Chief Creative Officer, Havas London
I joined Havas this time last year. I walked into a new agency… and straight into a global pandemic, societal unrest and a bloody recession! But as horrific as last year was, we learned some valuable lessons as an agency, as creatives and as people. What we put out in the world has an effect far beyond the sales figures of our clients. Every casting decision we make, every stereotype we rely on, every story we put out into the world has an impact on culture. I, for one, want to be on the right side of history. I want our work to have a positive impact. I want more diverse work that represents the kind of society we want to live in. I want to make work that makes a dent in culture, not just borrow from a narrow version of it. We can only do that if our departments, our offices and our influences are as diverse as the people they serve. That’s on us, on every one of us, and I, for one, want to make a difference.
Dan Lucey, Chief Creative Officer, Havas New York
My creative approach for 2021 is to take nothing for granted and be wildly ambitious. 2020 was a time of great suffering, reflection, and the start of some well overdue social change. We have an opportunity as a creative community to use the pain and growth from last year as fuel to make great work. After all, many of the most important creative movements of the past were born from hardship. I believe in 2021 we need to ask more of ourselves and our clients. Think bigger. Think bolder. We need to fully embrace “why the hell not” as our mantra. My New Year’s resolution for 2021 is to not sound like a full of s**t self-help guru. How am I doing so far?
Bobby Pawar, Chairman & Chief Creative Officer, Havas India
Last year, like most folks who were drunk on good cheer (much of which came out of a bottle) I too sent forth eloquently phrased glad tidings for the New Year to all who were within arm’s or social media length. The nine months that just went by have hushed the exuberance of my wishes. So, I will wish you all a MNY; a medium new year. I’m following the advice of my eight-year-old son who said, ‘Get real, papa.’, when I asked him if he loved me enough to share the last bite of his ice cream with yours truly.
Okay that was BS. Sure, last year was a s**t storm. It tested us like nothing has, but it also made us stronger in ways we may neither realise nor appreciate for a while. There are two paths you can take after a crisis. One is cautious, the other is audacious. I urge us all to take the latter. Yeah, the way is treacherous, and we may not make it all the way to the end, but I promise you this, the journey will be exhilarating.
Jean-François Sacco, Co-founder and Chief Creative Officer, ROSAPARK
I think the ROSAPARK operation featured in this week’s Dare! Online is a good example of the world we’re heading toward… at least I hope so. A world closer to people, with more support and solidarity. Five years ago, no major brand would have wanted to be in the same ad space as a local brand. Today it’s quite the opposite. Big brands are looking more than ever to be associated with local, artisanal brands. In short, I envision a more conscientious world in 2021.
Laura Florence, Executive Creative Director, Havas Health & You Brazil
We have always believed that proximity to our partners and teams was essential to spark a good idea. Suddenly, in 2020, we had to learn how to create remotely. We found out that proximity wasn’t essential, after all. If anything, we were even more creative. We reinvented ourselves and our way of creating. We found out that the old notion of normal, and the new normal, don’t really exist. In 2021, may we continue to change constantly and move away from beliefs that limit us. And actually, this just gave me a good idea…