Saatchi & Saatchi全球首席创意官KATESTANNERS

　　创作过最满意的一件作品：life’s forsharing

　　纽约广告节（以下简称NYF）：您职业生涯中有没有决定性的时刻？

　　Kate Stanners（以下简称KS）：嗯…有几个。

　　首先，我爸爸是李奥贝纳的创意总监，作为一个叛逆的女儿，我曾坚信我一定一定一定不要做广告。

　　第二，我在美术学院的朋友Carol Thompson邀请我参与BBH的一个项目，它改变了我对广告的看法。然后我们一起拿到了我们的第一份工作。

　　第三，我的文案搭档Tim Hearn说服我尝试一下GGT的一个职位。我们得到了那份工作，而且和传奇的Dav Trott一起。我和Tim搭档了14年，是一辈子的朋友。StLukes带我见识了广告世界的狂热，我也学会了很多很多关于打破常规的事情，并且非常喜欢。后来我被邀请成为Saatchi&Saatchi伦敦的ECD，过后可能是我职业生涯最具决定性的时刻，成为Saatchi&Saatchi的全球首席创意官。在我广告生涯的每一阶段，都一直有令人惊叹的、很棒的人出现。

　　NYF：您曾创作过的最棒的广告是哪一支？

　　KS：最棒的广告…可能是为T-Mobile做的《生命在于分享life’s forsharing》，那次广告运动以在伦敦利物浦街火车站的快闪跳舞开始。

　　NYF：您和您的公司如何支持年轻的创意人才？你对行业中刚起步的年轻人有什么建议？

　　KS：我们所有的生意都围绕着人才：吸引他们、发展他们、留住他们。我们创造一种适合人才成长最需要的氛围，给年轻的创意人和有经验的创意人完全一样的Brief。

　　喜欢好的创意被出色地执行

　　NYF：您为什么愿意参与2016年纽约广告节的评审？

　　KS：我非常愿意参与纽约广告节的评审，这是一个可以看见最好创意作品的机会。

　　NYF：评审时，您心中挑选获奖作品的标准是什么？获奖作品需要包含什么样的特质？

　　KS：我评审的时候想看针对真正的客户的真正的作品。我想看大胆的、勇敢的、新的、令人激动的创意被出色地执行。最后总是用“我多希望那是我做的”的标准来检验。

　　NYF：对于案例研究，您看不看重？是喜欢还是讨厌呢？

　　KS：讨厌。我更想要看到作品本身。

　　人！点燃我的创意之火

　　NYF：您的人生哲学？

　　KS：广告是我生活的一部分，就像我同时也是一个母亲、一个妻子、一个姐妹和一个女儿一样。对一切事物我都保持好奇，每一天都在学习，并一直保持着笑容。

　　NYF：您最喜欢的旅游景点或者您最喜欢居住的城市是哪儿呢？

　　KS：伦敦，还有……我也喜欢纽约。我爱印度，爱白沙头洲的粉色沙滩，也爱科茨沃尔德的乡村。

　　NYF：是什么点燃您的创意之火？

　　KS：人！

　　个人简介：

　　　Kate Stanners, Global Chief Creative Officer at Saatchi & Saatchi London Group, UK was promoted to Worldwide Creative Director, this April and will lead the creative direction of the network. She was appointed Chief Creative Officer in 2014, and Executive Creative Director in January 2005, where she was charged with changing the agency from an advertising agency into an ideas company together with the rest of the management team. The transformation continues as she tackles her new global role. Ms. Stanners will lead the creative direction of the network which includes prominent international clients Toyota and HSBC, and will continue leading a integrated cross-media approach to creativity on international accounts managed in the UK including: Procter & Gamble, Visa, and Home Away.

　　　Before arriving at Saatchi & Saatchi, Kate co-founded BoymeetsGirl, an agency founded on the belief in the importance of delivering creative ideas to consumers for clients. Kate set up a multi-skilled creative team and worked with clients including Disney, DaimlerChrysler, Interbrew, Channel 4 and London Zoo. Previoulsy Kate was Vice Chairman and Executive Creative Director of St Luke’s, which she joined as creative director in 1995. Within two years at St Luke’s, she had amassed prolific new business wins including Clarks Shoes, Sky, IPC, COI, Boots and Eurostar, playing a significant role in the agency being named Campaign’s agency of the year. Ms. Stanners was previously a board director and group head at Bates Dorland, working on clients such as Bass Beer, Grolsch, P&O, Woolworths and Heinz, and prior to Bates Dorland she worked at GGT as a board director/group head, creating award-winning campaigns for clients such as Bass Beer, Grolsch, P&O, Woolworths and Heinz.

　　　Her early creative beginnings were launched at Liverpool Arts College in 1986. She is a member of WACL and the RSA, and sits on the IPA Council. Away from the creative world, she loves spending time with her husband and her son Otto.

　　纽约广告节&问道创意

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　　翻译：朱惠

　　编辑：徐洁｜吴星瑾｜华卓尔