Welcome, Guest [Sign In]

February 2007 - Strategy Magazine
Creative report card

Top Art Director: Rob Sweetman, Rethink

by Natalia Williams with figures compiled by David Sp
page 54

Name: Rob Sweetman

Years in the business: Sevenish

Big clients: Right now I have Solo Mobile, BARE Wetsuits and Science World briefs on my desk.

Dream client you would most like to add to the roster:

I'd like to work with any client or brand that I believe in and use on a regular basis; like Method Cleansers, Happy Planet Beverages or Astroglide.

Which award were you most happy to receive? Why?

I've been very fortunate this year, but the highest possible honour bestowed upon any lucky creative is having a commercial featured on The Maurie Povich Show. And this year, that became a reality for me.

Which of your campaigns are you the most proud of? Why?

I have a really hard time looking back objectively. But if I had to pick, it'd be the 1 800 GOT JUNK? work.

A campaign featuring rats took a big leap of faith for our brave client (the president has Musophobia) but it worked out really well for them. The spots were sent around the Internet and selected for the TBS Funniest Commercial special. But more importantly it got their phone ringing.

What's your favourite campaign (here or abroad) over 2006? Why does it work?

This is a tough one. There was a lot of great work last year - AmeriQuest continued their strong campaign. Vodafone created that now-why-didn't-I-think-of-that work. The Durex pixel print was sweet and the Viagra golf spot was great. The Adicolor series was beautifully fresh (I just wish they were all as good as Charlie White's) and the counterfeit Mini integrated effort was inspiring.

But if I had to pick my personal favourite it'd be Starburst and Skittles work out of New York. Namely "Beard" and "Factory". Strategically sound, so simple and funny as hell, appealing to my inner 14-year-old.

Is there a creative trend you'd like to see disappear?

It'd be easy to say we should ban things like gnomes, ninjas, mimes and the like. But then someone would come along and do a hilarious spot with rogue ninjas using pointy gnomes to kill a mime and I'd look like a fool.

I don't think there is a right or a wrong in advertising - only good and bad. A year ago who would of thought a print campaign using nothing but clip art could win a gold lion?

Is there any new marketing trend that seems daft to you? Why?

All of them. We should write roadmaps, not follow old ones.

But if I had to be specific: posting boring content on YouTube to satisfy an interactive itch, or committing to media channels prior to conceptual development.

Who is/has been your creative mentor?

I'd have to say Chris and Ian. And not just because they sign my cheques and decide when, and if, I warrant a raise but also because they mentor me creatively.

What's the best advice anyone ever gave you?

Work fast, there's plenty af time to edit later.

You're at the top of your game. Any sage advice to pass on to those who long to be you?

I've always tried to surround myself with people who are better at this than I am and then I work like hell to keep up.

Quick Search