ASSOCIATE CREATIVE DIRECTOR
GOODBY SILVERSTEIN & PARTNERS
NYF’s 2018 Grand Jury of 300+ creatives are one of the most diverse juries on the planet, with advertising creatives from over 50 countries around the globe, this jury is a powerhouse of innovation and creativity.
These award-winning creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round. Not an easy task. It takes experience, brilliant creative chops, and dedication to their craft.
Florian Marquardt is a Senior Creative/ACD at Goodby Silverstein & Partners. Originally hailing from Germany, he has worked at notable agencies across the globe. After graduating from Miami Ad School Europe, he moved to Jung von Matt in Hamburg, SapientNitro in London and BBDO New York before finally heading to San Francisco.
Florian was named #3 on Business Insider's 2017 list of "The 30 Most Creative People in Advertising Under 30." worldwide. He was also chosen as one of San Francisco's "32 under 32". Florian's work for Snickers helped BBDO NY earn Adweek’s “U.S. Agency of the Year” in 2015 as well as a Top 10 spot on AdAge’s Agency A-List. A year later, his work for Doritos helped GS&P become one of Creativity Magazine’s Top 10 Agencies and one of the “Creative Innovators” in AdAge's A-List issue.
Along the way he has been awarded by all major award shows such as Cannes, ANDY Awards, One Show, ADC Global, D&AD, AICP + AICP Next Awards, New York Festivals, London International Awards, Communication Arts and Clio Awards.
New York Festivals: Why judge…and how do you find the time?
Florian Marquardt: There’s no better way to educate yourself about the work that’s out there. Especially campaigns that run oversees in Europe or Asia that you don’t really get to see otherwise. It’s also a great overview of trends in culture and the industry itself. Anyone should find time for that — whether it’s judging an award show or scrolling through Creativity/AdAge.
Personally, I prefer judging in person. It’s the best judging experience. Discussing work, exchanging thoughts and different point of views in the same room with people from all around the world is very rewarding.
New York Festivals: What are your personal criteria for choosing award-winning work?
Florian Marquardt: Smart thinking, tight insights, high level of execution and originality.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Florian Marquardt: Trying too hard.
New York Festivals: What philosophy drives your career?
Florian Marquardt: I believe I always knew what kind of creative I wanted to be. The sooner you know, the more time you have to focus and get better and develop your own brand. You’ll be a little bit ahead of the game. Especially people with an Art Director background have to ask themselves as early as possible whether you want people to solely see you as the guy who can photoshop pretty pictures or as the guy who's strategically and conceptually strong. Of course, it’s not mutually exclusive. It’s important though. It’ll decide the briefings you get the chance to work on, the people you’ll work with and learn from, the type of agencies that want to hire you and ultimately the work you’ll be known for.
I want to do work that influences culture. Work that’s visible. That could be actual, physical products like furniture or sneakers. Even architecture and interior design. That’s where my head goes. That and everything music and sports. Or a mix of all of it. The music industry has been struggling for years now, helping labels to get back on their feet would be one of the most interesting challenges I can think of right now. As a creative you can apply your skills to many different industries and environments. Whether you work at an ad agency, a label, as an independent consultant, entrepreneur or start your own business. Ultimately my goal is to do meaningful work wherever I am working.
New York Festivals: What’s the single best piece of career advice you’ve ever received?
Florian Marquardt: I don’t think I’ve ever received a specific advice in that regard. Not that I remember. But there are certain people that I look up to. All of them did their own thing. Basquiat, Ocean, Abloh, Ingels, West and Leslie. I can identify with that... doing things your way.
New York Festivals: Did/do you have a mentor and what have you learned from them?
Florian Marquardt: Yes. Till Felber. (tillfelber.com)
He was my mentor and senior writer when I landed my first gig back home in Germany at Jung von Matt. He sort of took me under his wings and became my go-to guy at the agency. He taught me what a good idea is and how to make them better. It was a lot of fun despite all the long hours. I would not be where I am today if it wasn’t for him. Thanks Till!
New York Festivals: If you could work in advertising alongside any one person past or present, who would it be?
Florian Marquardt: Steve Jobs.
New York Festivals: How do you tap into creativity? What do you personally do to fan the creative flames?
Florian Marquardt: I’m kind of obsessed with documentaries. There are so many good ones out there. It gives you such great insights into other people’s lives, believes and cultures. It expands your horizon. Gives you greater knowledge. It forces you to reflect on things. Which in return helps you base your ideas in real insights and ultimately leads to better and stronger creative.
New York Festivals: What’s the one smartphone app you couldn’t live without?
Florian Marquardt: Postmates. I don’t ever cook.
New York Festivals: If you could live anywhere, where would it be?
Florian Marquardt: New York City. It’s my home away from home.
New York Festivals: Who’s a creative icon that inspires you?
Florian Marquardt: There are a couple. Most of them are either musicians or artists. All of them disrupted their industries. Frank Ocean, Kanye West, Basquiat, Duchamp, Ryan Leslie, Chance The Rapper.
New York Festivals: Favorite music album of all time?
Florian Marquardt: Again. There’s more than one. Jay-Z “The Blueprint”, Kanye West “808 & Heartbreak”, Ray Charles & Milt Jackson “Soul Meeting” and Lee Morgan “Live At The Lighthouse”.