BlogFonk

UK Creative Director Steve Turner is 'new' at Wieden + Kennedy Amsterdam. What are his Fonks for Thoughts?

Photo Steve Turner: 'Never stand still.'

BlogFonk: Who is Steve Turner? Where are you from?
Turner: Steve Turner is 32, born in The Midlands, England.

BlogFonk: Do you love your work? Why (not)?
Turner: I do, if I have at least one single good idea a day otherwise, I hate my job.

BlogFonk: What is Wieden + Kennedy all about?
Turner: Globally, Wieden + Kennedy is about ideas for communication and brands in a consumer world, I'd say. I've been CD for Wieden + Kennedy Amsterdam since March 2004. I like Amsterdam, although it's kind of small. To find enough inspiration, I have to go in and out of the city.

BlogFonk: Do you think weblogs, which follow advertising trends, have added value towards ad agencies?
Turner: I think the advertising industry is spending too much time talking to itself. It's quite insular and it cross-pollinates, especially in the UK. I think advertising people's views are very narrow. I think advertising people follow certain media trends and rely upon certain websites or information. If these websites weren't there, their world would be pretty small.

BlogFonk: Is there difference in mentality of creatives in the countries you've worked?
Turner: Yes. I've worked for Wieden + Kennedy London and Leagas Delaney in both London and San Francisco. I'd say in the US, they think more strategically and over-intellectualize things. In the UK, they tend to play 'originator' of ideas and strategic thinking. In Amsterdam, for instance at Wieden + Kennedy, you'll find a healthy mix because there are people from all over the world. I think that's quite an exception.

BlogFonk: What are the latest important developments you've noticed in advertising?
Turner: Agencies have not defended there product 'creative work' enough resulting in a shift in power from agency to client.

BlogFonk: Which project are you most proud of?
Turner: I've been too short at Wieden + Kennedy Amsterdam to take a recent project. The Sharp work is something I'm very pleased with, but prior to that would have to be 'Milk', a company I set up in London, a project in itself I'm very proud of.

BlogFonk: If you'd be given the chance to do something over again, what would that be?
Turner: If I could be born again, I'd like to be a songwriter or a programme writer. I believe in the power of emotions through songs or programmes. I'd love the ability to emotionally move people.

BlogFonk: Finally, what is your motto, your 'Fonk for Thoughts' (inspiration to be creative)?
Turner: Never stand still.

posted by BlogFonk: Wednesday, October 13, 2004 [#]