Lea Walker: Trends and Innovation Can “Mask An Average Idea”
How do you think the definition of "creative excellence" has evolved in the last few years and where do you think it might go in the future?
Lea> I don’t think the definition of ‘creative excellence’ has evolved actually. I think that is the one constant. The mediums have evolved. The tools have evolved. The task has evolved. But I still believe smart ideas, beautifully executed is still the definition of creative excellence. And I, quite frankly, hope that never changes!
Which emerging trends or innovations are you excited to see represented in this year's AWARD Award entries and what would you be looking for if you were a judge?
Lea> I am more excited by seeing how the next generation brings genuine humanity to their ideas than I am excited by trends or innovation personally. I think we can be easily distracted by trends and innovation and they can mask an average idea. I feel like the challenge for creatives coming through is to be sure they are still coming up with big ideas, not executions for mediums. That’s where we fall into the ‘gimmicky’ space. I would be looking for the ideas that rise above these factors.
What role does strategy play in a great creative campaign? Can you share an example where the strategy was just as impressive as the creative?
Lea> Strategy is crucial to great creativity. Never overlook the power of getting the strategy right. A tight, locked in strategy will avoid subjective creative feedback and genuinely help protect great ideas.
Tourism Tasmania is a beautiful example for me in this market of a properly smart strategy leading to brave work. The strategy is so clever that it provides room for the creative to push the executions further.
What advice would you give to someone entering the AWARD Awards for the first time and why should they enter?
Lea> AWARD Awards are our local benchmark. If we can raise the bar here, we get to keep AUNZ on the global creative radar.
If you want a global creative career, or even a stellar local one, you have to strive to be the best in your market, to be able to strive to be on the global stage.
Everyone is in a bubble in their own creative environments. This is your chance to see how your work truly stacks up against your peers.
