In your President’s message, you said “In a year of turmoil, it’s time to honour the truly creative.” How are you expecting to see this reflected in this year’s Direct Lions entries?

When you can’t spend money the same way you’ve always spent it, you have to think and do things differently. It’s the ultimate creative challenge. Creative directors are looking at their work with a critical eye. Consequently, we’ll see a pool of work that’s pre-edited down to the best. This has also been a time for empowerment for agencies and for clients who have abandoned the hackneyed notion of above- and below-the-line. Those are the clients who are still creating and driving business outcomes – and they will rise to the top in Cannes.  

What influence has digital had on the direct landscape in the last 12 months?

I think the question should be reversed. Digital is direct. So direct has helped the digital world figure itself out. It started with scientists working and communicating together and morphed into a linear-driven medium where aggregate eyeballs became the favourite currency. Advertising models sprang up that emphasised stickiness and the ability to drive through page after page of non-relevant material. We’ve returned to the roots where it connects on a one-to-one basis. Today, it begs, literally begs, for a dialogue and response, and ultimately, a transaction.    

What are the most successful pieces of direct work you’ve seen in the last decade?

I have seen amazing work ranging from packages distributed in India via the lunch distribution network that exists in cities, to highly-targeted and personalised web communications that created a world just for me. What does stick out to me is that today from Amazon to eBay, from MSN to Google, from WalMart to Cartier, everyone has a new appreciation for the art and science of our customer-centric craft.    

In terms of succeeding in direct, what specific skills do young people now need if they want to enter the industry?

They need to be aware of the art and science of the craft. They’ve got to appreciate consumer insight as it relates to emotion and motivation. Then they need to learn what’s creative and what is not. The next steps are understanding the intangibles of time and place as it relates to channel selection. On the science side, they need to understand data: how it’s captured, analysed and used. They must also understand optimisation, modelling and business rules. At the end of the day, they must understand how both sides, art and science, come together around the consumer.

What single piece of knowledge do you wish you’d had when you began your career?

Hand-in-hand or side-by-side - ultimately, we all end up together. The question is: Why wait until it’s too late to make that proximity worthwhile? It’s best to practice cooperation and teamwork from the very onset of a relationship. By the way, I learned this in the army!      
 
Who, or perhaps even what, has been your biggest inspiration in advertising?

A gentleman I bought a pair of pants with in Westchester, NY. From looking and speaking with me once, he was able to discern my style and colour preferences. He then asked three questions: my address, my phone number and my e-mail address. Periodically, he would call me and tell me what he had in stock. Each time he got closer to what I wanted until he got it exactly right. Ultimately, he overcame the barrier of distance to make a sale! It was proof that even through simple observation and inquiry you could create a relevant offer and ultimately create a customer.

Which five websites have you got bookmarked?

Amazon, Citibank Thank You Cards, YouTube, Zagat, and MSN.

If you could keep one book, film and gadget, what would they be?

Book - To Kill a Mockingbird
Film - The Wizard of Oz
Gadget - a deluxe Swiss army knife

What is your best survival tip for Cannes?

Remember that too much Domaine Ott can be dangerous!!

What ignites your creativity?

Smart people having a great conversation that’s not related to the business.