Our purpose is to create Famously Effective work
A short interview with David Patton.
By Grey Zagreb | August 26, 2015
We’ve recently hosted David Patton, President and CEO of Grey EMEA. What he thinks about the Cannes success, 'Famously Effective' paradigm, new media, regional offices ... all of that in a short interview!
Grey won 113 Cannes Lions – 37 for Grey EMEA, including 3 Grand Prix – tripling previous records. How do you personally feel, what can you say about this huge success?
Personally, I feel very proud of what our network achieved. Over the past five years we have significantly restructured our agencies and invested heavily in building strong and diverse creative capabilities across advertising, digital, shopper, PR and media. The awards won at Cannes were validation of the strength of the creative firepower that now exists across all our Grey offices.
What has driven the creative change, in your opinion?
Unlike many agencies, Grey was very quick to adapt to the new digital era. We're a fast moving, highly energised agency network that puts the client at the heart of our business. Everyone in our organisation understands that our purpose is to create ‘Famously Effective’ work for our clients – this means we deploy strong strategic thinking to enable the development of world-class creative ideas.
Technology, data, content, new media… the industry is rapidly changing. What does it mean for the “Famously Effective” paradigm?
Whilst the world is changing at an ever-increasing pace, our purpose of creating Famously Effective ideas remains constant. We ensure we keep at the forefront of technology and we ensure our teams have a good understanding of how it impacts communication but that doesn’t mean to say all our ideas have to be cutting edge. Our driving point is to ensure we develop quality creative ideas that are going to be effective in achieving our clients’ objectives – if technology plays a role in that then so be it, but it’s not a necessity.
You’ve visited Croatia and Slovenia, spent some time with the teams. What are your takeaways?
I’m amazed and humbled by the positivity, passion and talent of the people in our agencies. I always come away feeling both impressed and energised. We seem to have a higher percentage of women working for Grey across the Adriatic region compared to other parts of Europe - maybe that’s the secret of your success!