Betting on certainty is the riskiest way to create advertising. Advertising works when it makes you feel slightly uncomfortable, when it makes you a little bit nervous, says Jaime Mandelbaum, VMLY&R’s Chief Creative Director for EMEA in an interview with Marketing & Media.
In these uncertain times, customers need more reasons to buy than ever before. If advertising fails to engage them, they don't feel the need to buy the product or service on offer. That's not the only reason why you need to step out of your comfort zone and constantly push the boundaries of your work. In this interview, Jaime Mandelbaum reflects on his early days at the agency and the challenges of working with teams across the EMEA region.
The talented Brazilian-born creative kick-started his career at the Prague office of Young & Rubicam (now VMLY&R) with a huge success at the Cannes Lions Festival of Creativity, from which he brought the agency its first Golden Lion. In 2014 and 2015, when he led the agency's creative for CEE, Y&R became the most awarded network in CEE.