To celebrate its 100th Anniversary, the 4A’s has partnered with us at The Drum to pull back the curtain and look at an industry full of problem solvers, creative types and analytical minds. But what keeps them going once the briefs are written, the campaigns executed, and the pitches won (or lost)? The Drum is now interviewing 100 people at 4A’s member agencies — across all disciplines, levels, regions, and agency types — to get a glimpse into what drives them at work and what fuels them in life.
Kathryn Guess,senior copywriter at Wunderman in Seattle, Washington has made her mark on creating award-winning assets in the gaming and advertising industries. She has concepted creative strategies, done copywriting and has worked “social media wizardry.”
As far as her work in Seattle, she told us when she was honored as one of The Drum’s US 50 under 30 honorees from the West that, “Doing business [in Seattle] is all about striking out into new territories and overcoming old challenges with original solutions. It keeps you fresh, humble, and innovative.”
She also added that her mentorship of junior creatives is the greatest triumph of her career. She said that, “It's important to have someone who invests in your mind, your growth, and your wellbeing. I know I've done my job when I can look at one of my mentees and proudly say, "They're going to be better than I am."
But Guess’s hard work in the industry hasn’t stopped her from enjoying a bit of fun: whether indulging her passion for marine science or playing video games, especially Skyrim.
Her passion for his agency work and mentoring, coupled with her personal passions, shows that she is living beyond the brief.
What was your proudest career moment?
Gamercrest, hands down. We didn't just surprise and delight millions of people, we united the global gaming community.
What makes you excited about going to work every day?
We're changing the landscape of digital. Every day is an opportunity to push the envelope of what's possible.
What should we be talking about in 2017?
Evolution. The space between big data, tech, and creative is ripe for high-octane creative innovation.
What’s a virtue that you live by?
Be kind – even if it's not cool-looking. Always lend a hand to those around you or those just starting out.
What book would you suggest to a stranger?
“The 48 Laws of Power” by Robert Greene. It'll teach you how to think strategically without losing your soul.
What is an art that you cannot live without?
Bathroom graffiti. There is no stranger vortex of positivity and hysteria.
To pitch someone from a 4A's member agency for Beyond the Brief, please complete this linked form.