An interview with Juuso Helander, Senior Creative at Wörks (Finland).
What is the biggest challenge in your work today, what keeps you up at night?
The biggest challenge in my work is ensuring that what we do will be relevant and impactful. We build bridges between brands and their audiences. A bridge cannot be built from the brand side only. We need to know the terrain on the audience’s side. Crafting something that resonates is both the challenge and the reward.
How do you generate creative ideas? Please share a tip.
Creative ideas take time to simmer. First ask enough questions. Then let the ingredients brew in your head. Embrace the dumb ideas also. I’ve found that it’s often the seemingly stupid ideas that grow to be the best ones.
Please recommend a book, website or podcast about marketing/advertising/creativity.
Creativity in our field can take so many forms on so many platforms. I believe that when you get a grasp of basic conceptual thinking, you’ve learned a timeless super power that you can apply to everything you do. For this a classic book is ”The Advertising Concept Book” by Pete Barry.
Interview was conducted by Hando Sinisalu.
EXTRA INFORMATION
- Adwards creative competition win gives you points for Baltic Agency of the Year ranking! (read more about ranking)
- Winning any prize at BalticBest and become part of shortlist gives you more points for Baltic Agency of the Year ranking!
BalticBest 2023
You can find rules HERE.
Submission deadline: 09.08.2023
Shortlist published: 18.08.2023
Live judging and awards announced: 23.08.2023
