EXECUTIVE CREATIVE DIRECTOR/PARTNER
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 Grand Jury’s award-winning international creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round.
2018 Grand Jury member Mikko Pietilä is Executive Creative Director and Partner for TBWA Helsinki Finland. He brings over 12 years’ experience to the jury panel. Throughout his career he has worked for such prominent agencies as TBWA, Isobar and +Rehabstudios with brands like Nokia, P&G/Gillette, Red Bull, Nissan and Google, to name a few. His mission is to involve brands in modern culture with the help of disruptive brand behavior.
Mikko is currently developing the creative offering and shaping the future of the agency. He is responsible for delivering award-winning work for several accounts at the agency. Mikkos work has been awarded in Cannes, One Show, New York Festivals, Eurobest, FWA and Effies, and he has served as a jury member in both domestic and international competition.
New York Festivals: Why judge…and how do you find the time?
Mikko Pietilä: In my opinion, every creative should judge a competition or two on a yearly basis. It really helps broadening your own perspective when you have to go through immense amount of work and if there’s physical judging involved the unexpected inspiration you get from your peer judges is a must have boost from time to time.
New York Festivals: What are your personal criteria for choosing award-winning work?
Mikko Pietilä: It needs to be real and have a real impact.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Mikko Pietilä: Unavoidable future.
New York Festivals: Has the relationship between agency and client changed at all and if so how?
Mikko Pietilä: Feels like the industry has shifted into more “work only” mode with our clients than in the past. It’s like they brief, and we deliver. Past that there’s no collective agenda. That has the bad habit of killing away mutual trust and the “we’re in this together” spirit.
Best work and great results happen when we have care, trust and true collaboration happening on both sides of the table. I’d like to bring that back.
New York Festivals: How do you tap into creativity? What do you personally do to fan the creative flames?
Mikko Pietilä: Always on. Creativity is not something you can shut down that easily.