Croisette kings on creativity: Jerry Buhlmann

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Dentsu Aegis' CEO on "innovating the way brands are built"

As the great and the good of the advertising world descend on the Cannes Lions International Festival of Creativity, we ask the leaders of the big six holding companies what this means to them.

What does creativity mean to you?
As our industry transforms and convergence drives the digital economy to center stage, creativity represents the origination of ideas across media, technology and content. Irrespective of the targeting and delivery technology, it remains the case that content has to deliver engagement with the consumer. Creativity is, first and foremost, critical to drive engagement but is now also about leveraging the utility of digital and technology to deliver relevance and addressability for brands. 

How important is creativity to Dentsu Aegis Network’s growth? What can you, as a network leader, do to nurture it?
It is absolutely at the heart of everything we do. Our unique group-wide vision of "innovating the way brands are built" puts innovation, creativity and adding value to our clients’ businesses as a central theme to drive our culture. Our vision has helped deliver outstanding work such as Fiat Live Store, Lyric Coke and "sound of Honda" — all multiple Cannes winners in 2014. As a leader, driving our vision and building our values are critical to enabling a global organisation to move with agility and empowering our people to deliver innovation and creativity everywhere, every day. 

How do you persuade clients of the importance of creativity?
In my experience, clients rarely need persuading of the importance of creativity. Rather, our role is to help clients navigate the increasingly complex media and advertising landscape while delivering innovative and creative solutions. We have produced some outstanding work for clients over the past year to deliver creativity and innovation across all networks.

What’s the most creative thing you own?
My wine collection, which has been in the making for more than 30 years.

This article first appeared on

Cannes Lions 2015 Coverage


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