TBWA\Worldwide president: creative is much harder than what people think
The creative space is evolving. TBWA\Worldwide president and CEO Troy Ruhanen sits down with Miranda Ward to talk the threat of procurement, redefining creative in a more competitive world and the impact of the failed Omnicom-Publicis merger.
“Australia has been a much better advertising market than when I left, the talent is very strong down here and it plays well overseas based on an Australian’s ability to be quite transparent, hardworking and objective but also very creatively driven and integrated. The talent is stronger down here then it has ever been,” Ruhanen told Mumbrella.
“The creative has improved, there’s been many more consistent years of creative expression. As a marketplace its matured in terms of its advertising capabilities. Therefore the clients have, they are getting an appetite and understand better work.”
Ruhanen is speaking to Mumbrella during his first trip to visit the Australian offices of the TBWA network since being appointed to the CEO role in July last year.
“Creative is much harder then what people think.”
Not wanting to argue with this proposition, I’m inclined instead to be a picky prick (that’d be a “pedant” to me: Mr Ruhanen would have been speaking more clearly had he said: “Creative is much harder than people think,” he added.
But then again, the article writes “then” instead of the “than” which was probably spoken which suggests that any fault is less Mr Ruhanan’s and more Miranda Ward’s.