Last week, during the prestigious Cannes Lions International Festival of Creativity, Susan Hoffman, Chief Creative Officer of Wieden+Kennedy, took part in an engaging conversation with Simon Cook, CEO of Lions. They delved into the essence of achieving great creative work and shared valuable insights with the audience.
Simon Cook praised Susan Hoffman, acknowledging her as the driving force behind iconic campaigns such as Nike's "Da-Da-Ding." Wieden+Kennedy, under Hoffman's leadership, has earned an impressive 423 Lions at the Cannes Lions Festival of Creativity since 1982. Personally credited with over a hundred of these awards, Susan Hoffman was honored with the lifetime achievement award, the Lion of St. Mark, in the festival's 70th edition.
When asked about what it takes to consistently deliver award-winning creativity, Susan Hoffman emphasized the significance of teamwork and unity. While she appreciates being credited for the agency's work, Hoffman humbly acknowledged that she is just a small part of the larger creative process.
"At Wieden+Kennedy, we've realized that it takes an army to produce great work. Everyone is dedicated to putting creativity first, regardless of their department," Hoffman stated.
Sharing an anecdote, Hoffman recalled a pivotal moment early in her career when Dan Wieden and David Kennedy, the agency's founders, assigned her to work with a receptionist, Janet Champ, who would later become a renowned writer. Despite initial doubts, they collaborated with a shared vision and created the groundbreaking "Revolution" campaign, underscored by a Beatles track.
Reflecting on this experience, Hoffman emphasized two key lessons. Firstly, she learned that everyone possesses talent, and when teams come together, they can create magic even in the midst of chaos. Secondly, she realized the importance of pursuing ideas that may initially scare one but ignite genuine excitement.
When discussing her reputation for candidness, Hoffman expressed the value of honesty, both in personal and professional relationships. While it can be challenging, she believes that being forthright has been instrumental in her own career growth. Hoffman cited author Kim Scott, who advocates for direct challenges as a way to demonstrate care and foster growth.
Hoffman emphasized that success in the industry requires relentless effort and constant improvement. She encouraged aspiring creatives to embrace hard work, teamwork, and constructive debate. Furthermore, she emphasized that true creative excellence often lies beyond the initial solution, requiring collaboration and pushing boundaries.
Susan Hoffman's insights at the Cannes Lions Conference provided valuable lessons and inspiration to the audience. Her illustrious career at Wieden+Kennedy exemplifies the importance of collaboration, honesty, and unwavering dedication to pushing the boundaries of creativity.
