CHICAGO, USA — As the world continues to change drastically — thanks to the widespread impact of the COVID-19 pandemic — the creative industry is also settling into a new rhythm. adobo magazine has been checking in with some of the world’s best, award-winning leaders in the communications industry to find out how they are doing.
Today, we peek into the mind of Liz Taylor, global chief creative officer of Leo Burnett Worldwide and chief creative officer of Publicis Communications, North America as she shares what she believes the value of creativity is in these dark times: Can it help solve our current health crisis? How is Leo Burnett communicating with its audience?
When asked what is currently on her mind she muses: “The hero’s journey. It’s all I can think about these days, with this wild adventure we’re all on.”
“For so many, life right now is taking place in this weird, interstitial space. Somewhere on Middle Earth, surely, but it’s not what we were used to. COVID-19 has changed the landscape of our lives — what it was like before feels far behind us, just out of view from where we stand now. And yet, what life looks ahead of us is still some hazy point on the horizon. Though I do believe we’re getting closer — and creativity is what’s getting us there.”
Taylor is in an opportune position to fully see how creativity is pushing us towards that “hazy point on the horizon,” as she is responsible for overseeing the global creative vision for Leo Burnett, the third-most-awarded creative network in the world (according to The Gunn Report), and leading the creative team for Publicis Communications North America.
Her dual role positions her to drive transformative creative solutions across the global Leo Burnett network and enhance the group’s broader creative capabilities in its largest market. Taylor herself has been named an AdAge “Woman to Watch” and a member of the Adweek “Creative 100,” thanks to her commitment to creative excellence.
Her work has earned her clients’ numerous awards at Cannes, D&AD, LIA, One Show, Clio, Effies, and other top shows. She is a progressive thinker who has played a pivotal role in helping iconic brands find their voice in the modern world. Previously, she also led creative for clients such as Michelob Ultra, Morton Salt, Clorox, Boeing, Kimberly-Clark, GE, and Comcast.
“Creativity is how we’re getting over, through, under, around all the obstacles that lay in our path. What I love more than anything about being CCO of Leo Burnett Worldwide right now is seeing all the inventive ways we’re making that happen for brands and the people they serve.”
“We’ve brought practical solutions to help people navigate these unprecedented times—like Leo Burnett India’s #HDFCBankSafetyGrid, using the bank logo to create physical markers for safe social distancing—and lighthearted relief to people’s quarantined woes, as with our Israel office’s chronicling of “The Last Doritos,” or Leo Burnett Chicago’s “Coors Light Clone Machine.” We’ve turned the first-hand experiences of those working tirelessly to save lives into a heartfelt tribute film with Leo Burnett Manila’s #CaringForFrontliners, and we turned “Pictures” of loved ones into vivid, energetic gatherings for the launch of Facebook’s Messenger Rooms.”
https://www.youtube.com/watch?v=FgegjI9HXWs
“Creativity is how we’re turning our problems, whether big or small; physical, emotional, or mental into something more manageable—even enjoyable. At its core, Leo Burnett has always been about using creativity to solve human challenges. And our unequivocal human focus is proving more valuable, more necessary, than ever.”
“When we come out of this, I think we’ll all see what we really already knew. Which is that creativity is the greatest hero of all. It has, and instills in us, the ability to get through anything, and to celebrate our victories all along the way.”
This article is part of a series by adobo magazine exploring “Creative Minds in Lockdown,” a look into how industry experts are coping with the COVID-19 pandemic and the implementation of community quarantine in select parts of the world.
