GROUP CREATIVE DIRECTOR
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.
2018 Grand Jury member Joshua Grossberg, Group Creative Director for McCann New York entered the advertising industry after a false start as a graduate student in analytic philosophy and then Josh took the obvious step into digital advertising. Since then, he has made his way through many other parts of the industry, including direct response, ambient, social media, activation and brand advertising.
Josh currently runs the Lockheed Martin business. A winner of numerous industry awards- and one of the creators of the highly recognized Field Trip to Mars, Josh has been fortunate enough to learn from the best at agencies like Grey, Ogilvy and BBDO.
New York Festivals: Why judge…and how do you find the time?
Joshua Grossberg: To me, that’s a weird question: You make time for going to the gym. You don’t make time to judge; you get to judge.
First off, it’s a crash course in the best work people around the world are doing. That’s invaluable. Also, every creative director has opinions about everything- that’s pretty much the job description. So, it’s hard to pass up an invitation to share them.
But even beyond the joy of getting to pontificate, when you get the chance to say which work should win awards, you’re getting a chance to say what kind of work we should all be aiming to do and, by extension, what the industry should be at its best.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Joshua Grossberg: Creativity is omnipotent.
That is, while it’s not an ideal format for everything, some brilliant creative will inevitably come up with a perfect idea and we’ll all be talking about making the next one of those. But much like every other form of media, most 6-second commercials will be average.
New York Festivals: What are your top 5 favorite ads from the last 60 years?
Joshua Grossberg: Ikea Unboring-
Not only brilliant in every way but how did they sell that?
Guinness Swim Black-
Actually, that whole campaign: flawless strategy, writing and execution.
A brilliant social media campaign that subverted social media.
France Telecom Customs Agents spot –
maybe my favorite spot of all time. http://www.tvspots.tv/video/12231/france-telecom--customs
Google’s Year in Search-
Hard to see how any campaign could tick more boxes better: Brilliant brand extension that reinforces what Google does, offers utility, fascinating content and endless legs. It translates effortlessly into any media (film, digital, OOH…) It’s the perfect 21st century campaign.
New York Festivals: How do you tap into creativity? What do you personally do to fan the creative flames?
Joshua Grossberg: I don’t think it works that way.
Sure, we all get tired of a project or a client or just working. And then we need to get drunk or visit Shangri-la or whatever it takes to recharge our personal batteries. *
But most real creatives can’t help being creative. There are a million other easier, boring jobs that we could have done. But that’s not who most of us are. We want to make stuff. We delight in coming up with clever ideas- and then people telling us how clever they are.
Frankly, I don’t think you have to motivate or inspire creatives, rather you just get rid of the things that are keeping them from being able to do what they do.
*For me, it’s anything that breaks my current perspective- a smart comedian, a great singer or an article about quantum weirdness.