What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
Advertising in 2020 can be summed up in one word—Zoom. Creatively speaking, Zoom is the best and worst thing to happen to our industry. It was Zoom that allowed us to keep working and continues to do so. Zoom proved that we don’t have to be within the walls of our office to be productive. We could be scattered all over the country—and we were—and still be successful. For that, I thank you Zoom. (You can’t see me right now but I’m giving Zoom a golf-clap.) That being said, Zoom does not come without creative consequences. Coming together to create and review work as a team of 2” X 2” boxes cannot and will not ever compare to actually being in the same room to discuss a wall of work covered with ideas. Pixels cannot replace the spontaneity, comfort, support and collaboration that occurs in person. There is an “X” factor that is missing creatively with Zoom. Mr. Spock might disagree. But Captain Kirk gets it. And if you’re a creative, you get it too. So, for 2021, Zoom will continue to be a powerful tool for us. But there is a time and a place for it.
Gazing into your crystal ball, what do you envision for the industry–creatively speaking or from a business standpoint–in 2021?
2021 will be the year for more purpose and caring in our advertising messaging. 2020 has left everyone disheartened, cautious and weary. People need something to believe in. To be part of. To trust. There is a massive opportunity for brands to truly step up and connect with their consumers by thinking bigger than their own immediate needs. I am inspired by this moment for our industry and look forward to being part of more meaningful work.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
It would be an understatement to say that 2020 was the dumpster fire to end all dumpster fires. But despite it all, the people of Deutsch NY persevered. I’m so proud of how everyone stepped up despite how hard it was to do so sometimes. 2021 feels like the fresh start we all need. And with that, I’d like to remind us all to find the joy and satisfaction in what we do. We are so fortunate to be able to tickle the right side of our brains every day, working with such talented people, and getting paid for it. Advertising at its best is truly a joy. And when it is, the work flourishes. It’s time for advertising to be a joy again. We’re due. So, let’s call a Mulligan on 2020. It’s a new year and a time to laugh more, relax more and relish this merry-go-round of advertising. We’ll be better for it and so will our work.
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
2020 demanded change from the world and our industry and I’m proud of how Deutsch NY has taken action. Making Black voices a more representative part of the creative process, point #11 from 600 & Rising’s open letter to the industry, led to the creation of Deutsch’s Diversity Panel. Our Panel reviews work in-development at multiple stages, from strategic positioning to final output, to ensure accurate, truthful and respectful representation of Black, POC and LGBTQ+ communities. Deutsch’s Diversity Panel has already influenced our work in numerous, positive ways. I’m also honored to be a part of the team’s creation of Deutsch NY’s “Fund The Change”— a scholarship and internship program created in partnership with School of Visual Arts for creative students of color. The first recipients for “Fund The Change” will start this Fall in S.V.A.’s class of 2025. While the scholarship portion of the program is important to help students complete four years of school, the summer internships and year-round mentorships we will offer will be as important in helping create the industry’s future stars and leaders.
