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Tony Waissmann of Republica Havas: A creative team lives on big ideas
Liz Unamo| 30 de noviembre de 2022
Tony Waissmann
For Tony Waissmann, CCO of Republica Havas, advertising is a profession that comes out fighting every day, with a new challenge to be found in every briefing. “It’s like a game in which you have infinite lives,” he said, “and for that reason it’s beautiful to play, because in one way or another you can always keep playing.” One challenge of his job is to present, along with his team, creative work both relevant and suitable for their clients. “One manages emotions and tries to make sure that most of those emotions are positive – and that getting off on the wrong foot must never occur. A creative team lives on big ideas, not just to dream them up but also to execute them.” One of his biggest achievements, he said, is to feel he’s become an integral part of the team and confident with clients. “Luckily I’ve established good relations with some of them and I hope it will be like that with all of them. If we’re talking facts about what I’ve done together with the team, we’re talking about creating winning campaigns in the first six months of my stay here and having achieved a first personal goal.” About the impact that modern technologies like automated machine learning and AI (artificial intelligence) will have on the media management market, Waissmann believes that big ideas must be the core of every creative work. “The new technologies give us the chance to create ideas that were previously impossible and that we’d never even have thought of without knowing that such a new possibility was available. On the other hand, I treasure approaches that are never going to change and will be forever irreplaceable, which are the ideas that are the true value of creativity and of those who can produce them, which is why I think that it’s so important to appreciate those who are creators of ideas.”
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