Interview with Vesa Markonsaari, Senior Creative at Nitro (FIN), is conducted by Anu Pillesson.
How would you describe the current state of the Finnish creative industry? What are the biggest challenges and opportunities?
The Finnish creative industry is rich in talent, ideas, and craftsmanship. We have a strong design heritage and a growing openness to international collaboration.
Economically the times have been challenging which has taken its toll on industry, and every agency. This is unfortunate since marketing seems to be the very first thing that budget cuts often hit. On the other hand, tough times makes the brightest of diamonds: creative work has to adapt to become more agile, strategically relevant and human-centric to meet the needs in daily basis.
What role do agencies play in a client’s business today? Has this role changed compared to the past? What developments do you foresee in the near future?
The biggest shift is that agencies have moved from being service providers into more strategic partners. In the past, agencies mostly delivered campaigns. Today, they often co-create business value, help define purpose, and build long-term brand platforms. In the future, I believe we will see more hybrid teams and hybrid work with embedded collaboration to measurable effectiveness. That’s what we’ve been doing and aiming for at Nitro – we exist to make our clients’ businesses grow.
What role does design play in today’s marketing and branding work? Is design more a matter of strategy or aesthetics? What do you consider the cornerstone of a successful design project?
Design is inseparable from strategy. It’s more than how things look on the surface: it’s about how they work, how they feel, and most importantly how they connect with people. A successful design project isn’t any different from other creative work: it must solve a real problem, serve a real need, and be based on a clear idea.
What is your view on the role of artificial intelligence in the design process – does it enrich or blur the quality of creativity?
AI is a tool like any other. The value depends on how it’s been used. It can speed up workflows and open new ways of testing ideas. But true creativity still comes from human intuition. We need authentic cultural understanding and real emotions to create things that really speaks to our hearts and minds. When used wisely, AI can enrich creativity. Otherwise, it will make the work more generic.
What impression have you had so far of the work done by agencies in the Baltic countries? Do you see differences between Finnish and Baltic work?
From what I’ve seen there’s a certain rawness and experimental spirit. Compared to Finland, Baltic agencies may be more daring in tone or craft, while Finnish work often leans on consistency, tradition and functionality. Both approaches have their strengths. I’m excited to see more.
You are a jury member for BalticBest 2025. What are your expectations for the competition entries?
I’m hoping to see bold ideas and sharp insights that goes beyond surface-level execution. Something that both surprises and feels relevant to people and business.
What is the best piece of advice you’ve received in your career? What would you say to young people who wish to enter the industry or have just done so?
”Advertising business is a marathon, not a sprint.” might be the one. Meaning that you must keep learning new things constantly, be curious and hungry. And most importantly be humble enough to admit yourself that you won’t ever know everything.
Another good advice is to give yourself a permit to create something absolutely shit, crappy and ugly every day. It will free your mind of restrictions and pressure that holds you back, and suddenly you are having a laugh. To be creative, you must be able to have fun while creating things. It’s a privilege to have job this fun.
BalticBest 2025
You can find rules HERE.
Submission deadline: 08.08.2025 -> extended until 12.08.2025 5 PM (Estonian time)
Shortlist published: 19.08.2025
Live judging and awards announced: 27.08.2025
