interview with Michael Russoff, Wieden and Kennedy London
IQads: What type of car do you drive?
Michael Russoff: I don't drive actually!
IQads: What is advertising? Business, art, entertainment? What is it for you?
Michael Russoff: All three I think. If you think it's just art your client will be unhappy. If you think it's just entertainment you won't sell anything. If you think it's just business, you won't inspire anyone.
IQads: Please describe in a few words your career path.
Michael Russoff: I started at Mother as a creative and after that moved to W+K London where I've been working for the last few years as creative and creative director. I usually work 6 or 7 months of the year only and travel the rest of the time or watch daytime tv. I guess my best ads are 'Grrr' and now 'Choir' for Honda. Can't wait to make a new one.
IQads: Obviously, you need some sort of talent to work in the creative department of an advertising agency. Is it enough? How can you grow this talent?
Michael Russoff: Just by being open to ideas. Keeping your eyes open. Allowing your mind to wander around. Not sitting on your hands.
IQads: There's a great debate on our site over the life style of creative guys. Is there such a thing, "the copywriter (art director, creative director etc) way of life"?
Michael Russoff: Lots of cocaine. Fast cars. Naked women. Apparently that was what it was like in the 80's. Sadly I was still in school then. Now it's just hard work. I think it depends a lot on which agency you work for and the culture there. At W+K we tend to be a bit more thoughtful and mature than some other places.
IQads: What's the worst thing you've done as a creative?
Michael Russoff: As a creative or as a human being? I don't believe in doing bad work. I'd rather not work somewhere than do that. So I've been quite lucky and worked with people who respect good ideas. I don't always love my work but there's not much that I'm ashamed of.
IQads: Combine the following words into a phrase: Honda, Grand, Cannes,
2006, Choir, Prix.
Michael Russoff: I've got no idea what you're talking about. Are you implying something?
IQads: Now seriously, Choir has, in my opinion, all it needs to be a
candidate for Grand Prix. Who do you think will be its main competitors?
Michael Russoff: I don't know. I don't pay too much attention to what other people are doing. It's pretty early in the year. I'm sure there's a lot of good ads
still to come.
IQads: Did Honda Choir "topped" Grrr?
Michael Russoff: Well I also made 'Grrr' so I'm not that bothered! I don't know,
different people have different favourites. It's very personal. My dad love's 'Choir' and that's good enough for me. (Personally I still think 'Cog' (which Matt and Ben made) is one of the great ads).
IQads: A nasty question about budgets: were there major differences between the budgets needed to make Cog, Grr and Choir? (Do big ideas always involve big budgets?)
Michael Russoff: I think Grrr was the cheapest. I don't get too involved in the budgets. Honda are very generous and understand that good ideas take time, effort
and money to make happen.
IQads: I don't think you can make a series of incredible ads for the same client without this client being somehow special. What makes Honda a special client?
Michael Russoff: History. Vision. Humanity.
IQads: What's next?
Michael Russoff: A holiday. I'm knackered.
IQads: Some of our readers are creative wannabees. Can you give them some advice for their future careers? And don't say it like you hate it, say it like you believe it!
Michael Russoff: If you want to do this job then you can. You just have to really want to. It's difficult at the beginning just to get a job and then it's difficult to come up with the good ideas once you're in the job and then it's difficult to make the ideas come to life once you've had them. It's difficult every step of the way. And if you enjoy that, you'll be good.
