Tali Gumbiner and Lizzie Wilson Talk Socially-Conscious Creative at Advertising Week
Our fearless team behind Fearless Girl, Tali Gumbiner and Lizzie Wilson, participated on today’s Creatives on Creativity panel at Advertising Week. The topic was using creative powers for good and how agencies can empower the creativity that drives commerce and culture. The panel brought together honorees of the 4As “100 People Who Make Advertising Great,” who are being celebrated at tonight’s 4As 100th Anniversary gala.
Moderator Claire Beale, EIC at Campaign, kicked off the discussion by asking what the word “bravery” means to the panelists. As young creatives in the industry just launching their careers, Tali and Lizzie talked about having the benefit of naivety on their side. Tali said they are able to pitch big, “brave” ideas and let the higher-ups tell them if they’re feasible or not. It’s also about having brave clients and stepping out of the conventions of what traditional advertising looks like. Tali said the hardest brief is when you’re asked for a print or TV ad because everything’s been done before and it’s hard to compete with decades of work. Going the unconventional route is easier in a way – and more rewarding.
The topic of consultancies also came up. Claire asked the panelists what advice they would give an Accenture or a Deloitte about creating a creative place. Madonna Badger, CCO/Founder of advertising, branding and design agency Badger & Winters put it simply: “Give us the data, get out of the room.”
The panelists also talked about what incentivizes them and what would continue to keep them engaged in what they do. Lizzie said it’s best when there are less guard rails on what the end product should look like. “We like the unconventional and people have preconceived notions about what advertising is.” Tali said simply, “trust us to do what we do.”
All the panelists shared examples of work that have shaped culture in a positive way. After watching each case study, the audience was reminded just how powerful advertising can be to promote a socially progressive message and spread good in the world. When asked if they feel responsible to keep delivering socially-conscious work, Tali and Lizzie said that after Fearless Girl, it has become somewhat of an expectation. But because that is the type of work they naturally gravitate towards, it’s not a stretch. We look forward to seeing what they do next.