1) What industry developments and/or whose work over the years has had the greatest positive influence on you?

2) What change(s) in the business do you love and why? And, what change(s) in the business do you dislike and why?

3) How has your role evolved over the years? What do you like most about that evolution? What do you like least?

4) What lessons learned over the years carry the most relevance for your career and business today and in planning for the future?

5) Looking towards the future, what are the most pressing questions for which you are seeking answers as you look to evolve your career and your company? Responses can span such sectors as the economy, business, creative, technological, media.

6) What’s your New Year’s resolution, creatively speaking and/or from a business standpoint, for your own company and/or as an individual?

7) While it’s always precarious to predict the future, in your informed opinion what do you envision for the industry—creatively speaking and/or from a business standpoint—in 2016?

Violaine Etienne
Founder/Executive Producer
Serial Pictures

2) The creative space for building brand communication is expanding dramatically. There is a greater interest in comprehensive campaigns that expand to longer form, live broadcast and other buzz-worthy alternatives to the traditional 60 second spot. It’s an exciting change, because it’s an arena we have been focused on for a long time and have been pushing forward. We see our clients thinking beyond the narrower scope of TV and cinema. We are working with them to take a broader approach, in which all their platforms coexist, and define the brand’s voice and identity in unison, while effectively expanding their reach.

7) There’s a real convergence of influences happening in advertising at the moment. The collaborations between brands and fashion, music, and art is hitting a stride and only going to continue to advance. I think a celebrity isn’t just going to be the face of a company anymore, but rather a driving force behind the scenes in the development of the brand and its products. And it won’t just be famous actors and musicians. It will also be YouTubers, bloggers, people with a connection to the street, who have a foot in the younger markets. As time goes on, clients are becoming more comfortable with a strategically integrated approach and are, more often, allowing cultural influencers to be the creative conduit.

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