John Jay, the executive creative director for Wieden+Kennedy was recently named by Fast Company as one of the most creative people in business. This video offers an inside look at Jay’s creative process.
I am drawn to Jay’s way of thinking and found some interesting bits throughout the video like this part where he talks about the goal of an agency:
You don’t hire an architect to have his style imposed upon you. You don’t hire an agency to have their thinking totally imposed upon you. the greatest thing we can do is to be great listeners and to have empathy for your culture to understand what is the truth.
The video closes with some interesting thoughts on how people define you and the goal and challenge of the creative:
It is our goal and we all wish to break out of those silos. The longer you work the bigger the silo; the more people want to put you into a silo. Why? So that they can define who you are by their terms. Our job is to never let anyone define who we are by their terms.
I have no interest in advertising at all, but I still think W+K is one of the most interesting creative agencies today.