Creative 100: Agency Talents to Watch

Originally Posted On
Adweek

It’s far from easy to develop a reputation for personal accomplishment in the creative agency world. It’s an industry where clients and top-level creative execs often get the lion’s share of credit, while most everyone else works in the relative obscurity of large, collaborative teams. But for those rising talents who do break into the ranks of leadership and start developing industrywide reputations for insightful creativity, career growth and the scope of opportunities can accelerate rapidly.

Each year, Adweek’s Creative 100 includes 20 individual talents or duos below the rank of executive creative director who are definitely worth keeping an eye on.

Romeo Cervas

Creative director, RPA

Recent work:#MothersWeek” for Facebook Portal: “For all they endure, moms deserve more than a day of celebration. So we created a campaign centered around giving a week of recognition to all different aspects of motherhood, from joys and pains of pandemic parenting, infertility and IVF, breastfeeding, caring for multiple children, postpartum body positivity, raising differently abled children, adoption, diaper blowouts and much more. From the get-go, we knew Mothers Week was bigger than us. It was about changing the conversation around how moms are currently celebrated, so we worked with other brands like Anthropologie, Coca-Cola, Hallmark, Tidal, Papyrus, Nissan, Belly Bandit, Kindbody, Jeni’s Splendid Ice Creams, Depressed Cake Shop and Pocky to join in.”

On the business lessons of the pandemic: “There’s no secret there’s a lot of bloat within agencies, and having to make the shift during the pandemic made a lot of agencies rethink their business model. We all had to learn how to adapt and attend shoots from afar, work with shrinking budgets and timelines, collaborate without physically being in a massive meeting, make more with less to keep business going and keep our clients happy. As a result, it’s helped agencies show their value during changing times and helped us stay competitive with companies trying to take work in-house or hiring consultancies. I hope this means we’ve learned not to keep the bloat down for good and that we can still create killer work without things always being a huge undertaking.”

Advice for aspiring creatives: “Stop creating ads for consumers and start creating conversations with people. Also, it’s impossible to create a conversation if your brief says, ‘target: adults 18-54,’ so please kick those briefs back.”