Wunderman Thompson’s Maddy McGuinness: “Creativity Doesn’t Need to Stop at Content”
Wunderman Thompson Australia’s new art director Maddy McGuinness can’t wait to get started. Fresh from her previous role at DDB, the creative is feeling confident, empowered, and raring to go.
From turning nuggets into symbols of love to launching fry-themed budgie smugglers, Maddy is no stranger to imaginative ideas that caught the attention of global audiences.
Here, she shares her creative approaches for engaging viewers on platforms like TikTok and why she envisions a robust innovative partnership with Jared Kinsler. To explore Maddy's goals and aspirations as she embarks on this new chapter of her creative journey, LBB’s Tom Loudon sat down with Wunderman Thompson’s new art director...
LBB> How do you plan to leverage your experience from DDB in your new role as an art director at Wunderman Thompson?
Maddy> DDB shaped me as a creative. It was a privilege to get a start at such a legendary place. It exposed me to global briefs and global creatives. Gave me the confidence to speak my mind, and helped set my standards for creative work even higher.
LBB> Have you always been a creative person, even as a child?
Maddy> Boringly, yes. I’ve always collected “things”, be it labels, magazines, and paint chips. Some say hoarder, but I prefer to say I was getting a head start on a mood board.
LBB> Can you tell us more about the projects where you turned nuggets into a symbol of love and launched fry-themed budgie smugglers? What was the inspiration behind these ideas?
Maddy> It’s always exciting to see big brands turn up in unexpected ways. When Valentine’s Day rolls around, nuggets aren’t being added to Gift Guides. But it turns out a lot of people’s love language is food.
The same goes for our collaboration with Budgy Smuggler, it was great to bring two iconic brands together. Macca’s (rightfully) has a lot of fans, but “beach” isn’t always the first occasion they think of. We gave fans an opportunity to flex their love for the brand, and simply, it’s just a bit of fun.
LBB> What creative approaches do you think are effective in capturing audiences' attention on platforms like TikTok?
Maddy> People look for rules or shortcuts, but it really isn’t a complicated platform. The best brands are ignoring rules, and embracing the full scope of their brand - both the good and at least a little bit of the bad.
Looking at the authentic experience people have with your brand is the best source of inspiration, and lets you get creative beyond trends. It’s also an incredibly community-focused platform, people are really loyal to the brands they follow. Creativity doesn't need to stop at content, as the comment section is where you can really engage with fans.
LBB> How do you envision collaborating with Jared Kinsler, and what do you think makes a robust creative partnership?
Maddy> Creative partnerships are weird, but also the best. It’s great when you can share any thought, even better when you can have a laugh about how shit it is. Creativity is so personal, so it only works when you’re prepared to have an opinion on things. Luckily we have enough for about four teams.
LBB> Finally, what are your goals and aspirations as an art director at Wunderman Thompson?
Maddy> As always, I’m excited to make work my non-ad friends think is cool. Bonus points if someone on the internet thinks it’s cool.
