Rob Reilly is really a bonafide creative. Having been in the market for many years, he knows what must be done to generate meaningful work which has an impact. Not just that, hes ready to share his knowledge and success to hopefully inspire another generation.
In seated with Reilly, his passion for creativity and the top quality standards he puts into his work is clear. Under his creative lead, WPP won probably the most Creative Company of 2022 at Cannes by way of a landslide of over 300 points. Animated and engaging, its no real surprise he is the principle creative officer for the biggest advertising company on the planet. With just a little over per year under his belt at the business, his outlook on the near future is really a positive one, emphasizing the significance of collaboration and brand consistency as key factors for continued success.
I needed to state that I already have an image of the Fearless Girl in my own room. When I was finding your way through this interview, I came across you had a submit bringing it alive and I was very excited.
Thats among the best things someones ever started an interview with. I believe the accomplishment you could have would be to create a thing that comes with an impact long once you leave this earth. Once the stock brokers turn out, they need to face her and be sure you do the proper thing the very next day. THE TOWN of NY wished to move her right into a park because she was causing plenty of traffic. We were like, no, well move her to Tokyo or London instead because everybody wants her. So, we showed them the comp of the only real place we’d accept, State Street, and thats where she actually is today. We dont know very well what the profits on return is on that good article, because who knows if it inspired, some president or someone starting an organization or getting a cure to an illness, since they were inspired to become a bit fearless.
Well,if youve seen whatever Ive done or any presentations Ive made, I must say i discuss creativity being todays most effective asset. So yes, the NYC Love was a campaign that people did contrary to the Dont Say Gay issue they had in Florida. (The campaign was digital billboard advertisements strategically placed across Florida that emphasized NYCs commitment to the LGBTQ+ community, together with NY Citys mayor Eric Adams.) The theory is great. However the media placement is why is it certainly great. The creative headlines are fun and interesting and pretty punchy, but its an undeniable fact, that youre in a position to choose the media in the us basically telling visitors to leave Florida, and hawaii of Florida couldnt stop it. You will need some real ingenuity and real creativity to achieve that. I’ve high hopes for creativity being shown to children in schools eventually. Were teaching our children lots of things, and we have to be teaching them to utilize their brain and creative methods to solve problems. Way too many people think, Oh, Im not creative. Nevertheless, you dont need to be an artist to be creative. You merely need to use the human brain in various and unique methods to solve things. Personally i think like a growing number of creativity will be used to obtain us out of sometimes the messes we create as a country so when a global.
So how exactly does hiring talent plays into that mission?
I believe younger people desire to work with companies which are doing the proper thing. Whether you decide to work at an organization or whether its the handful of brands you decide to support, youre watching what they do. Nevertheless, you also want an excellent career and earn money and both of these things dont need to be mutually exclusive. I believe weve surely got to continue steadily to attract unique and various forms of individuals by doing the proper things for them, and the proper things out on the planet. I believe where were struggling, like everybody is struggling, whenever we enter the diversity and inclusion aspect. Personally i think like we surely got to execute a way better job of earning sure all sorts of individuals with all sorts of opinions and voices and backgrounds are included which may be the business . Were continuing to determine how to do this.
Youve spoke during the past concerning the communal facet of creativity. How do you consider technology and working virtually has impacted that sentiment?
Were within an apprenticeship business. I’ve this job, because I spent decades hearing my bosses discuss items that werent even projects I was focusing on. Because I was there and I was section of this community. You will be sitting at your desk and hearing these exact things happening. I learned so much and Personally i think like thats where its a genuine danger to younger people. Weve surely got to execute a better job of earning sure everybody is roofed when folks are returning to any office, [as well as] individuals that work in a hybrid model. I dont know if technology has swept up with the ambition of a hybrid workplace. It exists, but its expensive. We need to work out how to make our spaces more interesting. So its part technology then also part atmosphere. Its an elaborate thing.
WPP won the Cannes creativity award by way of a significant margin this season. Will there be any specific approach or whatever you’ll say you can attribute that success to?
I really believe quite definitely in talent, and when you hire the proper talent, you obtain an improved result. I believe making certain were where to work or probably the most attractive spot to work, or probably the most inclusive spot to work. They are important things as the best folks are attracted to those ideas. It starts with this CEO named Mark Reed, who says, I wish to function as most creative company on earth. It starts there, and starts with all the current other CEOs. If CEOs usually do not desire to be an innovative company, we wont be considered a creative company. But our CEOs do. If weren’t ready to do the items it requires to be number 1, and be viewed as probably the most creative companies, then were likely to fail, also it all starts with the CEOs. And luckily, we’ve amazing ones. Personally i think like now, were probably among the top places to work, and I believe momentum does that. And good stories are appearing out of our companies and good stories are appearing out of our WPP center. And I believe thats appealing to people. So, people plus process equals consistent creative excellence. Its not that complicated, but its hard to execute.
What do you consider youve learned in recently, in this new role?
What Ive learned is that wish company is big doesnt mean it cant be considered a really supportive place. What Mark has generated is an extremely special band of all of the CEOs working together. Ive learned that constant communication and meeting and talking at all times is really the way you get yourself a big organization to be up to speed. So rather than one individual theres 20 individuals who are really all moving in exactly the same direction. And I knew that done an inferior scale, because Ive been section of that, but I didnt think it might work on a large scale. And I believe part of that’s that constant communication and Mark is great about getting great opinions from everybody and listening, and making really informed decisions. Thats most likely the biggest thing Ive learned is that should you communicate often, sufficient reason for real authenticity, sufficient reason for real purpose, you could have an extremely large organization operate in an exceedingly cohesive and meaningful way.
What exactly are you looking towards? What exactly are some items that you desire to accomplish within the next year?
Weve had a hardcore year or two as a country so when a global, through the pandemic, and today were sort of having another tough year with other activities going on on the planet, like the looming recession. I believe in these moments, people really turn to brands for stability. Im most worked up about ensuring these brands arrive well on the planet, and so are the stability and the hope and the inspiration for those who require it. This isnt enough time to panic, it is now time to essentially use creativity to resolve some issues because its likely to be hard. All we are able to do as agents for brands and marketers is, make certain our brands are healthy, and really being there for folks whenever you can.
How has shorter format videos like TikTok and Reels changed everything you do?
My entire creative process is anticipating the way the idea lands in culture. Whats that thing people love, share and spread. Thats the complete creative process. So that it doesnt matter the way you bring it alive, or where it turns up, it could arrive on TikTok, it might arrive in long formm it might arrive as a [linear] TV or Netflix series, it might arrive in a far more traditional television commercial during sports or during live entertainment. But video as a delivery device reaches the best its ever been, and I believe its gonna get a lot more and more. I believe curiosity may be the most significant thing as an innovative person. So when you get more capable available, in the event that you dont remain curious and make an effort to learn all of the new platforms and where teenagers are youre likely to fail. You need to devote the work and you also need to keep refreshing your skills, as well as your mind. Incidentally, its getting ultimately more and much more entertaining and easy, and its own not mindless. I believe brands havent quite cracked things such as TikTok, but we shall, we have to keep using it. Im excited to be always a section of it. I believe we have to be curious enough to understand it.
What do you consider led one to this moment in your job?
Ive wished to be considered a game show host when I was a youngster and Personally i think like I sort of still am one today, because I keep carefully the show going. Its just what a chief creative officer does. I really like the brevity of advertising, I really like the moment gratification of things now. I believe that a excellent section of what we do is we are able to put things out into culture and advertising, and agencies. Were doing a lot more than we did 10, 15,20 years back, we have been creating products, we have been creating policies. After all, the truth that weve changed policies in so many places, not only WPP. I am hoping a growing number of diverse candidates and teenagers are drawn to our industry, hopefully through WPP. But or even, other great companies which are on the market. Because I believe we are in need of them. You could have an excellent life doing meaningful workand that may be just entertaining the hell out of individuals. We dont always make people cry, Id prefer to make us laugh a bit more. Weve really tried to be politically correct everywhere and I believe weve lost a little bit of the love of life. Im just attempting to add a tiny bit more pleasurable to it, as the world is heavy. We are in need of some fun. And advertising certainly may be the place where one can have a crazy level of fun.