PARTNER/ EXECUTIVE CREATIVE DIRECTOR
FUTATSU INDUSTRIES AS
The Grand Jury is NYF’s front line in selecting the World’s Best Advertising®. 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.
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.
Grand Jury member Sigurd Solberg graduated from Westerdals School of Communication in 2004 and then started working as a copywriter at TBWA\OSLO, followed by McCann and then he moved on to Try and Los&Co. Today Sigurd is a Partner and Executive Creative Director at the Norwegian independent and award-winning hybrid agency Futatsu Industries AS.
Sigurd has worked with both international brands such as Mercedes-Benz, Nissan and MTV, as well as big national clients like TINE (dairy products), StatoilHydro (oil & gas supplier), TVNorge (broadcaster) and OBOS (cooperative building association).
New York Festivals: What cultural/social changes do you think will influence this year’s work?
Sigurd Solberg: On one side we have now suddenly got a president of the most powerful country in the world, using the rhetoric and language of an eight-year-old bully, doing whatever he can to provoke and hurt feelings, and on the other side a worldwide society of people being easier offended than ever before, almost searching for arguments to misunderstand and find offensive.
I’m really curious and excited about where ads of today find itself in this split.
New York Festivals: What philosophy drives your career?
Sigurd Solberg: Simplify. Just make things easier. That is the thing I tell myself every day. Try to understand what is to be said, and find an easier way to say it. That easy, that hard.
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?
Sigurd Solberg: I believe creativity can happen everywhere and is not limited to one specific way of doing things. In-house departments might be a good idea with the right people and under the right premises. The main challenge, I would suppose, is keeping up a diverse environment. When everyone is appointed for telling the same things about the same brand, it might do something with the diversity of the stories being created.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Sigurd Solberg: ‘No time wasted’ or ‘No! Time wasted’. I’m not sure …
New York Festivals: What’s the single best piece of career advice you’ve ever received?
Sigurd Solberg: Calm down. After all, it’s just advertising.