REGIONAL CREATIVE DIRECTOR
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today and play an important role in selecting the World’s Best Advertising. NYF’s Grand Jury evaluate entries from over 100 countries worldwide and determine which creative campaigns move on to the medal round.
2018 Grand Jury member Ransley Burrows is currently Regional Creative Director, thinking large and creating campaigns for Thailand, Indonesia, Vietnam and Cambodia. He’s created memorable campaigns for Unilever Rexona, Pepsodent, Citra, Knorr, Traveloka, Khmer Beverages, Coca-Cola, Nestle, GSK, and Perfetti Van Mele.
Ransley was studying software engineering and thought he could temp in advertising when he realized that writing for advertising was tough, and decoding the consumer was tougher. So, he quit software engineering and got into advertising full-time.
When he’s not conceiving ideas for brands, he’s either acting in theatre or binge-watching TV shows, running and avoiding carbs.
He’s also won prizes at numerous international and local award shows but believes that you are only as good as your last piece of work, so best is to get on with it.
New York Festivals: Why judge…and how do you find the time?
Ransley Burrows: Because ideas influence us and connect us in more than one way we can imagine. Judging helps us shape the creative narrative and spotlight the brightest ideas for a brief moment in time, so they can hopefully, enlighten, inspire and positively impact people around the world. But the main reason I make time is because I want to give something back to the industry that’s given me so much. Good karma.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Ransley Burrows: Less is more.
New York Festivals: What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?
Ransley Burrows: VW’s Snow Plough (1964) from BBH. I had one of those why-didn’t-I-think-of-that moments.
New York Festivals: What are your thoughts about clients/brands are creating in-house departments to create their advertising, how will/does this affect the industry regarding creativity in communications?
Ransley Burrows: Obviously, there are positives. But personally, I feel it’s a box within a box. After the mind consumes data, inspiration hits when you disengage from thinking about the problem. And working on a completely different problem can stimulate the process of ideation. Walking away and taking your mind off by fiddling with something else can be challenging at an in-house agency. It’s tough for the client and in-house agency relationship to remain in love and be faithful. The urge to have flings with outsiders will triumph.
New York Festivals: What philosophy drives your career?
Ransley Burrows: Never take life too seriously. That’s even more true for advertising. Be human first, marketer or salesman second.
New York Festivals: What’s the single best piece of career advice you’ve ever received?
Ransley Burrows: ‘Be like water’ - Bruce Lee. I think Lee’s advice applies to all creative warriors. Our atavistic fears and instincts drive us to build walls around us, entrenching us deeper in our beliefs, opinions and habits. Creativity is a destructive process. And being more fluid makes us more receptive to new thinking and helps us better understand people, opinions, cultures, and problems.
New York Festivals: What movie or book best depicts the theme of your life?
Ransley Burrows: The Hitchhiker’s Guide to the Galaxy by Douglas Adams. Its mantra ‘don’t panic’ keeps me calm and reminds me that the concept of life, the universe and everything is actually a gargantuan laughing matter.