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KEVIN SWANEPOEL
EP.84
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Kevin Swanepoel
What does ‘great’ look like globally?
In Episode #84, Ross is joined by Kevin Swanepoel, CEO of The One Club for Creativity.
The One Club for Creativity is the world's foremost non-profit organisation devoted to supporting and celebrating the successes of the global creative community.
Since taking on the role in 2015, after being the organisation's President for more than eight years, Kevin oversaw the merger between The One Club and The Art Directors Club, as well as the expansion of its various education, inclusion and diversity, gender equality and professional development initiatives, both in the United States and around the world.
Ross and Kevin discuss what great looks like globally, how you can use culture to make your work outstanding and how a diverse creative team is a better team and a business multiplier for brands.
Highlights
Regarding the factors that influence a brand and their ability to sell to a specific group of people - If the communication team doesn't look like that consumer, how can they really have true insights into how to market to that consumer? - Kevin
Isn't it that sometimes things are worth paying for, worth investing in because we live in such a time where things are so digital and transient. Sometimes something tangible feels so powerful. - Ross
We always talk about, “Creatives need to be inquisitive to do great communication that reflects culture and what's going on around them.”. It also applies to software tools and the like. Lifelong learning is crucial in order to get ahead and stay ahead. - Kevin
What I'd like people to take away from this is: Don't be intimidated by it [Artificial Intelligence] and don't stop learning. Be inquisitive, be the first to - if you hear of a new software, if you hear of a new thing - try it, go and get an account, play with it. - Kevin
And this diversity of thought, diversity of creativity, is such a simple switch to flick to activate and then have a competitive advantage and people are spending millions on SEO to outperform their competitors, bidding on keywords and there's a fairly cheap solve or opportunity here. - Ross
Culture is such a powerful thing. American culture is one of the most powerful machines on earth. It's influenced everyone. The British are fairly good at it too and then it sort of slides down exponentially after that in terms of global reach. - Ross
More about Kevin Swanepoel
Kevin is the Chief Executive Officer of The One Club for Creativity, the world's foremost non-profit organisation devoted to supporting and celebrating the successes of the global creative community.
Since taking on the role in 2015, after being the organisation's President for more than eight years, Kevin oversaw the merger between The One Club and The Art Directors Club, as well as the expansion of its various education, inclusion and diversity, gender equality and professional development initiatives, both in the United States and around the world.
Kevin also directs a number of the industry's most respected award shows, through The One Club for Creativity, including the One Show, the ADC Annual Awards and Young Guns.
Kevin joined the One Club in 1997, serving as the organisation's Interactive Manager, at a time when the advertising industry was still sceptical about the internet as a major medium. Needless to say, Kevin's prescience paid off, allowing for the One Club to be on the forefront of the industry's digital revolution.
Prior to joining the One Club, Kevin served as Publishing, Entertainment & New Media Manager at Apple, and Founder & Creative Director of Creative & Strategic Advertising, both in his native South Africa.
Kevin has a passion for the latest technologies and all things creative, especially photography.
Find Kevin Swanepoel here:
Show notes
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