Jeremy Craigen talks cars, soju and his forthcoming executive judge gig at Ad Stars 2016
Global Chief Creative Officer at Innocean Worldwide Jeremy Craigen (pictured) is joining Ad Stars this year as an Executive Judge. It will be his second visit to Busan since he first took up his role at Innocean in August 2015.
He spoke to Campaign Brief Asia about his decision to join Asia’s fastest growing advertising festival as an Executive Judge.
What can you tell us about Ad Stars? Will this be your first Ad Stars festival?
I went down to Busan last year shortly after I joined Innocean. I was due to only stay for one night (for the opening party, which Innocean sponsors) but ended up staying three nights. It was a lot of fun.
What are your main goals for 2016? Where do you think the biggest opportunities lie globally for Innocean?
My main goal for 2016 is to get the right creative leaders in place in our main offices. I’ve already hired Eric Springer for our LA office and am close to a signing someone for Europe. China is next on the list.
The biggest opportunities outside of Seoul are definitely North America, Europe and Australia. But I’d like to think there are opportunities for all our offices.
Three of Innocean’s commercials were in the top six most popular in a USA Today survey, including the #1 spot (Hyundai’s super bowl spot). Can you tell me why you think they’ve been so popular?
It was a pretty remarkable feat and beyond our expectations. You’ll have to as the readers of USA Today that question. All I know is that the teams in our Huntingdon Beach office kept going and going until time ran out. And that perseverance paid off.
It’s a tricky question but I’ll ask it anyway: what’s been the secret to your success?
Surrounding myself with talented people.
What advice do you have for those considering a career in advertising?
Advertising is going through so many changes. But it always has done. I would say you really need to love advertising (as a consumer) to deserve a job in it.
You’ve worked with a lot of car brands over the course of your career. What do you enjoy about this category? What lessons did you take away with you when you left your role at DDB as Global ECD for Volkswagen?
I’ve always said: “I’m not a car guy, I’m a people guy.” By that I mean I’m not into car techno talk but into what makes people tick. What makes them buy a particular model of car. I’d like to bring a little of this humanity to Hyundai and Kia whilst still giving them their own tone of voice.
If you had more spare time, what would you do with it?
Spend it with my family.
What are you reading/watching at the moment?
In flight magazines! Box sets are great for long and short journeys. My favourites are Game of Thrones, The Walking Dead and Vinyl at the moment.
What’s your favorite thing about travelling to Korea?
It feels like my second home now so it’s always good to see the friends and colleagues I’ve made there. Oh, and the food of course. It’s a wonderful country and the people are very hospitable.
One piece of advice for first timers is to go easy on the soju. It’s a lot stronger than it tastes…
Ad Stars 2016 will take place in Busan, South Korea, from 25th to 27th August