10 questions with... Susan Hoffman, CCO, Wieden+Kennedy

Susan Hoffman, cco of Wieden + Kennedy

The Drum speaks to people across the global media and marketing sector who are bringing something a little different to the industry and talks to them about what little insights they can offer the rest of us. This week's 10 Questions With... features Wieden + Kennedy's recently appointed co-chief creative officer Susan Hoffman.

What was your first ever job?

Peanut Butter Publishing in Seattle, Washington. I wish I had held onto the work from this job. It was literally designing coupons for school notebooks. 

Why did you get into this industry?

It was a total fluke. I went to the University of Arizona and knew the only subject I was “capable” of at the time was art. I went through the 2-inch-thick catalog and could only find a small heading, “commercial art.” I didn’t really understand what that was, but there were no other choices so that became my major. I never graduated but it did set me on the path to advertising. Thank god for flukes.

What's the best piece of advice you have ever been given?

“You aren’t smart enough to be in advertising."

What is the coolest thing you have seen in the last year in advertising?

All the new and different forms and platforms of technology, publishing, and design.

McCann’s “Fearless Girl” and our work for KFC (H.A.R.L.A.N.D.) and Equinox (LGBTQAlphabet).

What do you hate most about the industry?

Over-thinking and not pushing the provocation meter!

What is your favorite piece of creative work ever from the industry?

Our Tiger Woods “Hello World” spot and Apple’s “1984.”

Who is the person you most want to meet and why?

Richard Branson/Elon Musk—they are entrepreneurial. Lots of craziness in their brains. And they see the future.

If you could go to one marketing event this year which would you choose?

Davos.

What is your favorite social media platform?

Instagram.

If you could ban one buzzword or piece of jargon what would it be?

Storytelling.

10 Questions with... is a regular interview series run on The Drum each Monday.

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