The Drum – Creativity in advertising has become more important than ever as brands try to stand out and make an impact in what has become an increasingly loud and cluttered world. Client demand for content, mixed with the myriad of technologies that have changed how consumers interact with brands, has led to a new era of creativity – which is why The Drum kicked off its inaugural 50 under 30 in the US by celebrating women who work in creative roles. Judges for The Drum’s inaugural 50 under 30 list included MullenLowe Los Angeles executive creative director Margaret Keene, Colle McVoy executive creative director Laura Fegley, Arnold Worldwide chief creative officer Icaro Doria and Barker EVP-creative director Sandi Harari. We’re proud to share that our own Lauren Contic, made this year’s list.
Below, you can check out Lauren’s Q&A that The Drum recently published:
What brand means the most to you?
My friends say that I should be a brand ambassador for Spotify because I always talk about how great their product is. I believe in their company’s values and admire the mark they have made in the industry. They are a strong, recognizable brand that is always ahead of the curve. Their commitment to producing a product that revolutionizes the way we listen to music is inspiring.
Why do you like living and working in Manchester?
I love that Manchester is a mix of the old and new. The city is made up of textile mill buildings that have been transformed into new businesses, restaurants, and apartments. Even with all the renovations, the city is still rich with history and character. In fact, in its previous life, GYK Antler’s office building served as a cigar factory dating all the way back to 1847. Manchester is also extremely close to everything New England has to offer, it only takes me an hour to drive to Boston, the seacoast, or the White Mountains.
Who or what motivates and inspires you?
My biggest motivation is my passion for storytelling. Whether I’m telling my own story through photography, a brand’s story through graphic design, or someone’s love story through a wedding video, I thrive off of creating something visual for the world to react to. The reactions and feedback that I get, good or bad, are really what push me further to keep creating and growing in my own career.