Our ECDs Tony Davidson and Iain Tait, along with Creative Director Scott Dungate, are featured in this month's issue of shots as part of a round-up of shots Awards winners from 2015.
The 'Agency of the Year' Q&A with Tony and Iain features the two talking about London as one of the world's creative capitals, attracting fresh talent to advertising, and creating work described as "unformulaic." An excerpt:
W+K's shortlisted work covers quite a broad range — interactive, social, and film — is that mix something the agency specifically aims for?
Tait — I don't think it's a conscious thing. We just look for interesting, appropriate and creatively exciting ways to solve problems for our clients. I think the only type of work we actively discourage is the fakey stuff that's specifically aimed at awards shows.
Davidson — We have a 'Wiedenism' in our lobby that says 'Walk in Stupid.' This points to the fact that whatever business problem walks into the building, there's no set way of solving it. In today's world there are so many options as to how you might solve that problem that it is important you and your clients keep an open mind and don't immediately jump to conclusions about anything, especially media.
Meanwhile, Scott talked about working on shots' Digital Campaign of the Year: Honda, The Other Side. Scott, on taking creative risks:
Can you tell when you've had a great idea and all the pieces are falling into place?
I think when you have an idea that contains an element of risk you potentially have something that could be great. Risk is something agencies and clients instinctively try to avoid or play down, but we really should be looking at our work and making sure we have some risk baked in. It should be a key and necessary ingredient. If you don't, then you're probably playing it too safe and not pushing hard enough. With The Other Side, nobody really knew if the storytelling would hold together until we saw the first edits, in the prototype, on set. That was the risk we, and the client, took.
The full features are in the July Cannes Special issue of shot.