“The challenge is to uncover the real human truth and let the creative expression explode from there. I trust my instincts for coming up with creative work and managing creatives. Everyone is unique and requires different motivations to achieve amazing results. I like to take a very individual approach to manage people. It requires more time but is worth every minute.”
Saatchi & Saatchi Wellness is a leading global communication and advertising network known for its impactful, creative ideas that generate powerful emotional connections between consumers and brands. Present in over 67 countries, Saatchi & Saatchi employs 6,500 professionals in 114 offices. Global clients include HSBC, P&G, Toyota, Visa, and GSK. Saatchi & Saatchi is part of Publicis Communications, a key division of the Publicis Groupe, the world’s third largest communications group.
Here’s a snippet from Saatchi & Saatchi’s interview:
What is your work philosophy?
Kathy Delaney, Chief Creative Officer: I try to keep it as real as possible. It is all about creating and inspiring work that is soulful and human-centric. The challenge is to uncover the real human truth and let the creative expression explode from there. I trust my instincts for coming up with creative work and managing creatives. Everyone is unique and requires different motivations to achieve amazing results. I like to take a very individual approach to manage people. It requires more time but is worth every minute.
Who have been some of your favorite people or clients you have worked with?
Carol Fiorino, EVP Creative Director: I’ve been lucky to work with some fantastic clients over the years, and fantastic clients help generate fantastic campaigns. So maybe because this is my most recent experience—I absolutely loved working on pet health. Perhaps dogs bring out the best in people, but working for 10 plus years with Merial clients was a real joy. I’ve worked on everything from beer to Botox, but I am very proud of the campaigns we created for pet brands.
Lillianna “Lily” Vazquez, Group Art Supervisor: Pet health clients, hands down, have been some of the most fun to work with. There’s only so much to complain about when you get to look at pups all day. And any time there’s a chance to work on a pet brand with the best producer around, Chuck Kinsinger, I know it’ll be a good time.
What are the most important ingredients you require from a client to do successful work?
C.F.: Bravery, trust, humor, and imagination.
What is the greatest satisfaction you get from your work?
C.F.: The collaboration. Working with a group of people to take something that doesn’t exist—a thought or a dream—and come together to make it become real. It’s the best.
L.V.: The best feeling is when you’re facing a brand new brief and the sky is the limit.
Where do you seek inspiration?
K.D.: I read as much background as possible. It is good to get all the literal stuff in your brain, and then let it go. Go listen to a podcast that has nothing to do with what you are working on. Go put together a meal. Walk the dog. When you least expect it, an idea will come, but the key is not forcing it and trusting that ultimately it will formulate itself.
C.F.: Movies. Plays. Books. At the end of the day, we are storytellers. So I read stories.
L.V.: The best inspiration comes outside of our digital confines. For me, it’s lively friends, last-minute adventures, and unexpected conversations with strangers.
Read more of Saatchi & Saatchi’s interview, and discover other great artists and educators in Graphis Journal #375, which you can purchase online at graphis.com.