5 Minutes with... Regan Warner
Meaningful stories have the power to inspire real change. Crafting powerful narratives pushes the boundaries of societal expectations and instils fresh perspective. This is the storytelling Regan Warner is best known for - you could say it’s her calling.
The ECD’s career is peppered with notable game changing moments, from her work on Dove’s As Early as Five campaign, to collaborating with British Vogue and L’Oréal Paris’ to advocate for anti-ageist advertising. The award-winning executive gleaned the value and importance of female leadership at the very beginning of her career and has continued to champion female perspectives in the creative arena every day since.
Speaking to LBB’s April Summers, she opens up about establishing an egoless approach to the process, how yoga keeps her grounded, and why the work at McCann London continues to feed her creative soul.
LBB> Congrats on the new role! This will be your third stint at McCann London – what made you want to return to the agency?
Regan> Thanks so much! Pushing the boundaries of meaningful storytelling is in McCann’s DNA. That same DNA runs through my veins and is what keeps calling me back to this incredible network of peers and friends. I want to evolve how and where we tell our stories. Also, Rob and Lol are wise spirit animals who continue to guide me toward “What If” possibilities.
LBB> How has the role of ECD evolved during your career span? Have things changed greatly or do you think core tasks and principles remain the same?
Regan> The role of ECD combines leadership skills, client relationships, creative and brand vision, and the ability to manage and inspire teams. I don’t think the principles have changed through the years but how we do it definitely has. We’ve evolved to recognise more of the human side of the role. Being open to listening rather than always preempting the answer. Making that space for growth by guiding and inspiring it.
LBB> What excites you most about your new role at the company?
Regan> Bringing out the best in people by creating an inspiring culture that cultivates great ideas. I’m lucky to be surrounded by smart, talented, hard-working people, and I want to nurture that.
LBB> You collaborated with L’Oreal and British Vogue on ‘The Non-Issue’ campaign during one of your previous stints at McCann. Looking back, what stands out most about your time working on this project?
Regan> This was a unique opportunity to reinforce British Vogue and L’Oréal Paris’ commitment to ensuring age should no longer be an issue. Our clients trusted and believed in the idea enough to agree to buy an 80-page print campaign. I mean, go big or go home right?!? British Vogue’s insanely amazing editorial team worked directly with us to make sure we created a deep opinion piece which permeated every aspect of 50+ women’s lives.
LBB> What did this campaign teach you about the industry and your craft?
Regan> It taught me that we have the power to bring about positive change. This project challenged ageism and positively shaped the perception of age, and it was only possible because we all worked together.
LBB> Let’s go back to the start… What was your first ever job in the biz? How has the industry changed since then?
Regan> My first job was in 1998 at Doner in Detroit, Michigan. I was lucky enough to have a creative director that was a woman as there was hardly any in senior management. I had worked with numerous male leaders, many of whom helped guide my career, but it was disheartening not to see the same number of women in leadership positions. Today, in the UK, only 12% of creative directors are female and it’s even less for ECDs. This is something we must change because female creatives can feel discouraged, and confidence in their abilities are knocked if they don’t see an example on how they fit at the top.
LBB> Is there a particular time in your career that stands out as the most significant? If so, why?
Regan> At the beginning of my career, I had many successes and as a result, my ego grew. My creative director at the time told me, you are exceptional at what you do but if you don’t keep that ego in check you will alienate your peers. It was a turning point for me and that advice has stayed with me. Confidence is important but it’s equally as important to keep your ego in check – work hard, stay humble.
LBB> If you had to choose a significant piece of work from your career that you're most proud of, what would it be? And why?
Regan> I’ve been working on changing the conversation surrounding beauty advertising for some time, with L’Oreal Paris and Dove’s Real Beauty. It’s a privilege and an honour to have worked with these brands. Dove and the C.R.O.W.N. Act - ‘Create a Respectful and Open World for Natural Hair’ - drove awareness of the issue of race-based hair discrimination through the ‘As Early As Five’ campaign. This important work presented staggering insight into the lived experience of millions of people, compelling Americans to take action. The legislation inspired by the C.R.O.W.N. Act successfully passed a law to end hair discrimination, making it illegal in a total of 21 states, 44 municipalities and one U.S. Territory.
LBB> How do you immerse yourself in a creative project?
Regan> I’m a researcher by nature so I enjoy digging deep into a subject to find the conversations audiences are having and discovering the problem that needs to be solved: whether it be brand or fame building, purpose making or just selling. Selling is ok, we are in advertising after all, but I like solving problems. Is there white space for us to fit into? Then how do we show up differently than our competitors?
LBB> We’re keen to hear about your interests and passions beyond the 9 to 5 – what has inspired you recently?
Regan> Yoga! I’ve been doing yoga for over 20 years and became an influencer at the beginning of IG. My practice on the mat and on the square creates space for a different type of creativity which makes me a better creative overall. It also keeps me sane and calm… most of the time.
LBB> Are you working on any passion projects in your personal life right now?
Regan> Continuing the yoga theme, I host several challenges a year with a group of like-minded individuals from all over the word - we call ourselves “The League of Extraordinary Yogis”. We fight against the ordinary with our crazy asana variation super powers, searching for our remaining brothers and sisters in the free world. We have fun with it! If you're receiving this message, this is your calling… Are you willing to explore the extraordinary!?
LBB> Finally, creatively speaking, who or what do you look to for inspiration or guidance?
Regan> I’ve worked with and been mentored by several bad-ass women leading creative agencies and networks who inspire me on a daily basis. I see what’s possible, I ask questions, I listen and learn - I am ALL IN!
