Interview with Ulla Lesevic, Design Director at BOND (FIN), is conducted by Anu Pillesson.
What is the current state of Finnish agencies, especially creative agencies? What topics and challenges are currently on the agenda?
Shifts in global economics and politics inevitably ripple into our field. Tight budgets have narrowed the space for creative play – but at the same time, new tools and evolving media landscapes have opened fresh avenues for storytelling. I’ve always loved organic, imperfect creative expression, and I hope to see more brands treating the world, with all its opportunities, as their playground.
How would you describe creative work from the Baltics? What are the biggest differences compared to the Finnish creative landscape?
My closest connection to Baltic creativity is through our Tallinn studio, and I couldn’t be more proud of their work.
In your opinion, do the works of Estonian, Latvian, and Lithuanian agencies reach the attention of the Finnish public or creative circles? Which recent works have caught your attention?
I’m not sure how active trans-Baltic collaboration is at large. For us, working as One Bond means the connection is weekly. I’ll always advocate for more industry collaboration across markets and generations. Creativity is, after all, a universal language.
How do you see the role of creative work in marketing and brand-building strategies? What distinguishes merely creative work from truly effective creative work?
A strong brand strategy, closely aligned with a company’s business goals and vision, is essential to creating relevant and resonant work. Strategy and creativity can’t, and shouldn’t, be separated.
In marketing, we constantly talk about data and measurability. Does this affect your own (creative) work, and if so, how?
Absolutely. But so have sustainability, AI, and the evolution of consumer media behaviour. Designing brand experiences that meet the needs of an ever-changing world is no longer optional. It’s basic hygiene.
Creativity and the future: do you see young people being interested in the advertising industry, or has that interest significantly declined? What should be done to attract young talent to the field? How would you “advertise” your job to them?
The range of creative expression among young talent today is fascinating, and worth nurturing. We need to create space for ongoing, well-curated cross-generational conversations. We have so much to learn from one another.
BalticBest 2025
You can find rules HERE.
Submission deadline: 12.08.2025 (5 PM Estonian time)
Shortlist published: 19.08.2025
Live judging and awards announced: 27.08.2025
