CHIEF CREATIVE OFFICER
MCCANN SAN JOSE
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today.
The 2018 Grand Jury is comprised of Chief Creative Officers, Executive Creative Directors, Creative Directors, Art Directors, Copywriters, Executive Producers and Marketing/PR pro’s all playing a pivotal role in selecting the World’s Best Advertising® winners.
Grand Jury member, Brian Maynard, Chief Creative Officer of McCann San Jose and regards himself as Copywriter by vocation. Planner by consequence. Innovation obsessive. These attributes have helped Brian to become an explosive business grower with a successful career spanning 12 years.
Brian started in a small agency at the age of 20, winning that same year, the first international Grand Prix of Costa Rica, with 4 more international Grand Prix Awards following. His creative work has earned him more than 140 national and international awards in the most prestigious festivals like Cannes, Clio, One Show, NY Fest or Effie. Today, along with leading the team at McCann San Jose, Brian nurtures the next generation of creatives by teaching creativity at UAM Laureate University.
New York Festivals: Why judge…and how do you find the time?
Brian Maynard: Because it allows me to have first-hand access to the complete work of a category, understanding the extremes of the quality of it, and also, that I get a lot of likes on Facebook (lol).
I almost never have time to judge during business hours, so I prefer to judge relaxed, sitting in my living room with a beer.
New York Festivals: What do you expect to learn this year from judging and what do you hope to bring back to your creative team?
Brian Maynard: When I judge I never know what I hope to learn, precisely because I still do not know. And that's the exciting thing, discover a job that changes the rules of the game, and that somehow generates envy (good or bad), and that motivates my team and me, we want to learn from the best, and then overcome them.
New York Festivals: What cultural/social changes do you think will influence this year’s work?
Brian Maynard: In each region there are different challenges and different difficulties. For that reason, I have always been a defender of local communication. However, there are issues that transcend borders and that should not be fashionable or change year after year, just because a festival has already worked hard on that topic, so I think that women's equality should be a strong theme, Environment should be a priority issue, migration too.
New York Festivals: What are your personal criteria for choosing award-winning work?
Brian Maynard: Envy. Inability to categorize (just like Tool, the band).
New York Festivals: When judging, what trends do you hope will fade away, and what “old school” trends do you hope will make resurgence?
Brian Maynard: I really like when jobs have an idea so strong that you do not have to adorn it with many resources, with high results and with millionaire cases.
On the other hand, I hate those jobs that are super complicated to understand, communication should be simple and direct.
I hate the synthesis graphs, because eventually anyone could reach that synthesis, I have no idea that it is not copyable.
New York Festivals: What was the hardest ad you ever had to create and why?
Brian Maynard: We had no money, and we had to articulate many talents and brands: https://www.behance.net/gallery/5282509/The-Browser
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Brian Maynard: Duration ≠ quality.
New York Festivals: What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?
Brian Maynard: Hans-Brinker hotel form KesselsKramer: http://www.kesselskramer.com/communication/projects/hans-brinker
New York Festivals: Has the relationship between agency and client changed at all and if so how?
Brian Maynard: Luckily for us, the main relationships evolved; we have given ourselves the confidence to learn together. That is priceless.
New York Festivals: What philosophy drives your career?
Brian Maynard: Let the street be the first judge.
New York Festivals: What’s the single best piece of career advice you’ve ever received?
Brian Maynard: “Don’t take it so seriously; in the end nobody cares what we do”
New York Festivals: What is your all-time favorite ad? Or What are your top 5 favorite ads from the last 60 years?
Brian Maynard: This is a very hard homework, but here’s my list (NO PARTICULAR ORDER):
1) MTV / Cockroach: https://www.youtube.com/watch?v=pZtLIoxKV80&list=PL19A304FA379E89D9&index=1
2) Metro / Dumb Ways to Die: https://www.youtube.com/watch?v=IJNR2EpS0jw
3) Lucchetti: Mamá Lucchetti: https://www.youtube.com/watch?v=SiSmilOYiQY
4) DIESEL / XXX https://www.youtube.com/watch?v=FCAiKQhotDg
5) SSGA / Fearless Girl: https://www.youtube.com/watch?v=fADyZ2NL-xY
New York Festivals: Who gave you your big break in advertising?
Brian Maynard: Giovanni Bulgarelli gave me my big break, I was young and stupid and somehow this guy saw potential in me, and here we are.
New York Festivals: Did/do you have a mentor and what have you learned from them?
Brian Maynard: Yes. My mentor was Karla Pravisani, my first boss. She taught me about writing, about the absurd, about what is an idea and what is a resource, about always thinking about unique, non-copy able ideas, about loving each idea as if to fight for it, and about how sometimes you have to let it die. She taught me to cope and channel properly that feeling that all the copies have: I do not serve for this. She taught me that advertising is too boring until you have an idea. She taught me well.
New York Festivals: If you could work in advertising alongside any one person past or present, who would it be?
Brian Maynard: Leandro Raposo.
New York Festivals: How do you tap into creativity? What do you personally do to fan the creative flames?
Brian Maynard: I have a music band. I have a son. I constantly invent or involve myself in small, stupid and fun projects
New York Festivals: What’s the one smartphone app you couldn’t live without?
Brian Maynard: Whatsapp.
New York Festivals: If you could live anywhere, where would it be?
Brian Maynard: Ireland.
New York Festivals: Who’s a creative icon that inspires you?
Brian Maynard: Thom Yorke.
New York Festivals: Favorite music album of all time?
Brian Maynard: Beirut: The Flying Club Cup.
New York Festivals: Favorite travel destination?
Brian Maynard: Amsterdam.
New York Festivals: What is your mantra for life?
Brian Maynard: Do what makes you happy until it stops making you happy.
New York Festivals: What movie or book best depicts the theme of your life?
Brian Maynard: BOOK: the grandfather who jumped out the window and took off / Jonas Johansson. MOVIE: Braveheart.
New York Festivals: If you’re binge watching…what are you watching?
Brian Maynard: GOT/ VIKINGS.