Defining Award-Worthy: Q&A with CD Ron Copeland
Ron Copeland is creative director at Rodgers Townsend DDB in St. Louis. Promising to challenge what’s expected and supercharge creative growth, the agency is one of the most awarded in the Midwest, US.
Well-versed in both above and below-the-line-advertising, Ron has always had a passion for the most targeted of marketing. As an internationally awarded creative leader, Ron’s been invited to judge multiple shows, including, The Caples Awards over many years.
In this interview, Ron shares his best creative advice, how to stay inspired, and how awards help you think big.
Q> What does creativity mean to you in just three words?
Ron Copeland> Original, arresting, daring.
Q> What is your advice for those wanting to break the mould, think differently, and create work that stands out?
Ron> Pay attention, be curious and seek input. Gobble up inspiration, not just paying attention to the best advertising but to the world around you: trends, news, pop culture and history. Ask those you trust for input and opinions but go with your gut when that input competes.
Q> What makes a piece of work worthy of a Caples award? What will you be looking for when judging?
Ron> I’ll be looking for the work that I wish I’d have done.
Q> How have awards that you have won in the past influenced or changed your career?
Ron> Awards have helped drive my career further, to give me an extra push. We work with our client’s best interests in mind daily, but when we also consider what is award-worthy, it often challenges us to push our thinking to be bigger in a way that helps everyone.
Q> The Caples provide feedback on every entry. As a creative, do you find this helpful when creating future work? And would you wish there were more opportunities to hear from your peers as a younger creative?
Ron> It’s great to hear what moves other creatives, no matter where you are in your career. I certainly wish there would have been more relatable creative sources available to young creatives back when I was one. Today, the harder thing to do is filter out the noise. Direct feedback from such renowned talent is hard to come by and is a great source for inspiration.
Q> What kind of work are you bored of and what are you hoping to see more of this year?
Ron> I’m tired of case films. I want to see ideas that stand out on their own merit, not based on how much the network is willing to dump into production values of entries.
Q> What was your favourite piece of work in 2019?
Ron> Apple’s 'The Surprise' long form. An incredibly heartfelt ad that really highlighted the capabilities and ease of Apple products.
