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记者:大家都知道 BBDO 是注重创意而著称的世界一流的广告公司,那么您作为上海 BBDO 执行创意总监是如何去保持整个团队的创意水准的?余:在现实生活里,基于各方面的因素,创意人未必能做出最近乎完美的广告,这对有热忱的创意人员是一定的打击。毕竟当初入行也完全是本着这般对创作的期望。日子久了,在每天忙着应付繁重工作量的情况下,很多原本不错的创意人会不知不觉地退化了。这对创意人员是非常可悲的,甚至是残酷的。作为一家广告公司的创意总监.我的一个重要的责任就是提升每一个创意人员的水平。除了在平时的工作上不断地要求好的创意,我也必须制造机会让同事们有更好的发挥空间。我的做法并非所谓的“飞机稿”。我要求同事们针对我们现有的客户,本着对它们品牌,策略的认识,在工余的时间多想更有创意的广告。
Reporter: As we all know BBDO is a creative world-renowned advertising company, how do you as creative director of Shanghai BBDO to maintain the creative level of the entire team? Yu: In real life, based on various factors, Creative people may not be able to make the most perfect advertising, which is a dedicated creative enthusiasm is a blow. After all, the original entry is exactly in line with the expectations of the creation. As time goes by, many well-intentioned creative people will unknowingly degenerate as they are busy with heavy workloads every day. This is very sad for creative staff, or even cruel. As creative director of an advertising company, one of my key responsibilities is to raise the level of every creative person. In addition to continually demanding good ideas in everyday work, I also have to create opportunities for my colleagues to have a better place to play. My approach is not so-called “aircraft draft.” I ask my colleagues to think more of our creative clients in the spare time thinking of their brands and tactics.