BalticBest 2023 jury member: I’ve never read a book about advertising in my life

An interview with Rokas Eltermanas, Executive Creative Director of Not Perfect Vilnius (Lithuania).

What is the biggest challenge in your work today, what keeps you up at night?

The biggest challenge in my work today is coming up with great ideas while having in mind that the world is all about political correctness nowadays. And you can’t be brave and politically correct at the same time.

How do you generate creative ideas? Please offer a tip.

I just go out of office and drive to some forest nearby and stroll. Nature does wonderful things.

Please recommend a book, website or podcast about marketing/advertising/creativity.

I will risk losing my job, but to tell you the truth I’ve never read a book about advertising in my life. And I am not going to. Neither blogs, neither some websites. I tried. It wasn’t my cup of tea. So I can only recommend a 1990’s American black comedy called ‘Crazy People’. A good and truthful laugh about our industry

The interview was conducted by Hando Sinisalu.


  • 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