What does it take to be a great creative? - R/GA's Bob Greenberg
Founder and chief executive of R/GA Bob Greenberg has emphasised the importance of being able to effectively collaborate in the world of advertising.
Greenberg has been a pioneer in the advertising and communications industry for almost four decades and has scooped top industry awards for creativity, including the Academy Award, D&AD, and Cannes Lions. He currently leads an agency that serves world renowned brands like Google, Nike and Samsung.
Speaking to The Drum at Cannes Lions 2015, Greenberg said: “Understanding how to collaborate today is important because communications are so much more difficult. It’s not a 30 second spot anymore; it’s a campaign that’s integrated and combined with social media.”
He also pointed out that “It’s always helpful when you can distil things. Take a complex problem and make it easy to understand."
The interview can be viewed above.