If creativity is in fact all about emotion, Jose Miguel Sokoloff, Chairman, Global Creative Council, Lowe & Partners was the perfect example to demonstrate the impact. At the Dubai Lynx International Festival of Creativity, Mr Sokoloff was speaking about some of the key lessons he learnt in his illustrious career that brought him to the global role he holds today.
“When I started advertising I had thought I would be surrounded by models and celebrities but it turns out that it not true. You are instead surrounded by clients and creatives. The best thing about it is that they are a lot more fun. And when you there is a need, you can call any celebrity or anyone else, and everybody will want to help,” remarked Mr Sokoloff.
Time and again, forces of society and various cultures have looked down upon advertising as the medium of exaggeration, at times blames going as steep as selling ‘lies’ and making promises that are never meant to be kept. Mr Sokoloff highlighted the other side of the coin stating that advertising is one of the few professions, where the industry may be obligated to make things beautiful, but that can be a powerful tool and could be seen from a completely different lens as well.
He quoted the example of the ‘Human Traffic Signs’ that the agency had executed for Buick cars in China last year, that was recognized at various award platforms, to substantiate his point.
He also pointed out that working in the advertising world also meant being surrounded by smart people. “If you can get all the energy to see it and make a difference, sometimes the results are incredible.”
He also cited the example of the work ‘Rivers of Light’ – Bogota-based Lowe SSP3 has been working with the Colombian government for several years to persuade fighters from groups such as the Revolutionary Armed Forces of Colombia, better known as FARC, to ‘demobilize’. Mr Sokoloff explained that the commercials were to get people to participate and send messages, and to tell the guerrillas that if they see something in the river to pick it up. “It’s a gift from society,” he said.
Mr Sokoloff established that advertising was essentially a compelling way to communicate and there are some very smart people in the business who understand this, and are using it to make a difference.
