What brings creativity to life is the human resources that earn customer trust.

Technology continues its accelerated evolution. The environmental changes surrounding consumers and businesses will likely persist this year as well. Simultaneously, the mission of advertising creative is also undergoing a shift toward integrated solutions, such as committing to clients' fundamental challenges and aligning with strategy. On the other hand, technology instantly crosses borders. At advertising festivals, emerging nations have been winning awards in succession, and the industry's world map has become increasingly diffuse. This series features three creators overseeing Dentsu Inc. Aegis Network's global regions, discussing creativity in this era of "integration" and "diffusion," and their challenges for 2016. Our final installment features Ned Crowley, who was appointed US Chief Creative Officer of McGarryBowen late last year.

 

An Unwavering Belief in the "Big Organizing Idea"

──McGary Bowen was named Agency of the Year in 2011 by both Ad Age and Adweek, the two major U.S. advertising trade magazines. Winning both awards simultaneously was a historic first and generated significant buzz. Mr. McGarry Bowen serves as CCO of the Chicago office. With the launch of the "Leadership Team" overseeing all U.S. locations last December, he also assumed the role of CCO for the entire U.S. What responsibilities does this entail?

The position itself is new, the paint isn't even dry yet, but let me share a sneak peek of what's ahead. Our philosophy is rooted in the conviction of the "Big Organizing Idea" – a big idea that encompasses all areas of marketing. My mission is to ensure this philosophy is shared across all our locations and to make sure it becomes the driving force for everyone. Additionally, I promise to deliver the best talent and solutions to every client and push our entire network to produce even better work. While we pour all our energy into client work, we're weak at publicizing our successful case studies. This year, I'll also focus on raising awareness so we can introduce more people to our great work.

──With Ned taking on the new position of US CCO, further growth is anticipated. How do you personally perceive McGarryBowen's strengths?

Our greatest strength is that we continue to grow while avoiding becoming "too big."
It might sound a bit contradictory, but first, growth is necessary. However, we must not let the organization become so large that it compromises the deep commitment and on-the-ground relationship building clients demand. We strive to meet both needs: staying firmly grounded at the operational level while also ensuring strong support and communication from the top.
We're often asked how big we want to become. My answer is: big enough to maintain what I just described. That's precisely our advantage.

The primary challenge is technology

──So it's about achieving client business growth through both the kind of relationship where we can sit down and talk face-to-face, and support from the top. What do you think is necessary to earn a client's trust?

Trust begins with truth. As my experience in the industry has grown, being honest has, strangely enough, become easier. Recently, a client requested a specific cut, and we discussed it. Various ideas were exchanged, but when I became certain I couldn't meet the request, I honestly said so. As a result, we avoided wasted back-and-forth and could seriously discuss realistic solutions.

Most of our executives come from large agencies. At times, they may have been made to feel that clients were the enemy, hindering great work, awards, and the creation of art. However, if you focus on what is truly best for the client, everything falls into place. By working honestly, creatively, and diligently, trust naturally builds with the client.

──I imagine you tackle many challenges daily to earn client trust. What are the defining characteristics of client challenges in North America right now?

The challenges clients face today are the same in North America as they are in Japan. They boil down to three things: technology, technology, and technology.
In my 30 years in this industry, I've never seen anything change the environment and needs as rapidly as technology. Maintaining market awareness amidst the chaos is a major challenge.

There are many ways to capture consumers' attention, but we tend to get swayed by whatever's trending or jump at the latest tools. There have been cases where switching entirely to digital narrowed the target audience too much, leading to a drop in sales.

What truly matters is telling a story.

──Amid demands to respond to diverse and rapid environmental changes, how should creators identify and solve their clients' challenges?

Today's changes create more creative opportunities than the past 20 years combined. Back when 15-second TV commercials dominated, I sparked major debate by advocating for 30-second slots as a new approach. While we now have far more diverse methods than then, the key remains the same: how to tell a story.
There is only one essential element in communicating with consumers: telling a story. When a company and its creative partner trust each other and share a common vision for new ideas, the possibilities are limitless—even with budget constraints. The true challenge is seizing opportunities without succumbing to chaos.

──McGary Bowen has expanded its global network since 2010, now covering South America, Europe, and Asia in addition to North America. How has this network expansion contributed to improving client service?

Clients who once simply wanted ideas from as many agencies as possible now seek a "center of gravity" person, even when engaging multiple agencies. Our ability to meet this need is a direct result of strengthening our network.

For example, one of my roles as US CCO is to assemble talent and teams from our global network, including offices across the US, to deliver the best possible solutions to clients. Our strategy for this is the "fluid talent approach." We gather the best of the best from the network in every aspect: teams, resources, tools, methodologies, and expertise.

I firmly believe this "center of gravity" approach is crucial. People are sometimes more important than ideas. It's people who make or break ideas.

──So you respond to clients seeking this "center of gravity" through your global network. That requires organizational flexibility and agility, doesn't it? Finally, as a leader and creator, please share your aspirations for this year.

As a leader, I aim to further enhance communication within the US and globally, building a more fluid model centered on ideas and talent. My New Year's resolution as a creator is to pursue better ideas and better collaboration. And to lose ten pounds (laughs).

──Ned, who shines in diverse creative roles. Your film "Middle Man," which you directed during an extended break, is nearly complete. A violent comedy—I'm eager to see how fear and laughter intertwine, especially alongside Jim O'Hare's (right in photo) performance!

"Middle Man" Official Campaign Site
https://www.kickstarter.com/projects/1060059835/middle-man

---

McGary Bowen Case Study

Honda CR-V 2015 TV Commercial "Endless Road"

The interactive version loads real-time weather data from around the world, creating a mechanism where the car drives through scenery reflecting the viewer's local conditions.

 P&G's Aussie hair care series brand video "Sh*t Girls Say" (Things girls are likely to say )

This tie-in with the popular social media comedy of the same name features a male actor playing a female protagonist. He comically portrays the hair troubles women face, highlighting the brand's ability to solve these problems.