Creative Insights is an AdNews series investigating and uncovering the secrets of the creative side of advertising.
DDB Sydney senior creative Stephanie Allen:
How did you fall into the industry? Was it deliberate or a misstep?
I definitely didn’t “fall”. It was more like an incredibly tough climb up a vertical cliff with no harness while being swooped by eagles, followed by a downhill mountain bike descent with two flat tires and a rock in my shoe. It was deliberate and very tricky.
Growing up on a sheep and cropping farm in rural NSW didn’t quite give me the connections required. Unless you needed a tractor.
What’s your secret sauce for commercial creativity?
No secret, just a lot of hard work and passion for great ideas. Did I mention hard work?
It’s the ability to keep trying new things, look at other ways in and put yourself in different shoes. And just when you think you’re all out of ideas, there’s always another one out there.
What’s the biggest hurdle now for creatives?
Timelines. Specifically, the crunched ones.
Do you wear the black t-shirt uniform or are you a nonconformist?
I was once told that I don’t look like a creative. Perhaps it’s the lack of blue hair and piercings. But I honestly believe it shouldn’t matter.
I recently completed the AWARD Creative Leadership course (which was brilliant) and the debate of whether to dress professionally or personally was raised. I think you should dress however you feel comfortable but also read the room.
Can commercial creativity only take place in a room full of people in black T-shirts?
No, not at all. Unless you’re colorblind.
The more unique the people, the more unique the thinking.
What was the latest campaign that you worked on that you really enjoyed?
The latest campaign I really enjoyed making was The Original Mouthful for McDonald’s.
A fully integrated, beast of a job, where we revived one of the world's oldest burger jingles to gain more than 41 million seconds of participation (that’s over a year and a half of back-to-back jingle time.)
My creative partner and I had the most wonderful and demanding experience. It was one of those projects where everyone involved was as equally passionate. The client, accounts team, strategy, production, agency partners, everyone. The energy was contagious.
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