GROUP CREATIVE DIRECTOR
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 Serdar Kantekin is Group Creative Director at McCann Erickson Germany with a focus on ideas, campaigns & innovations. He specializes in developing the content based on societal trends, new technologies and expanding his field into designing integrated communications. In every piece of communication, Serdar works with the principle of "what to solve" rather than “what to create.” Throughout his career he worked for a variety of brands such as: Kentucky Fried Chicken - KFC, Allianz (national & global), L’Oréal, ALDI and Seat.
Prior to working at McCann Erickson, Serdar worked at several of Germany´s leading agencies such as GREY Germany and Ogilvy & Mather.
He’s received several creative awards, on both the national and international level, including Cannes Lions, ADC, One Show, New York Festivals, Clio Awards, London International Awards and others.
New York Festivals: Why judge…and how do you find the time?
Serdar Kantekin: It´s a great honor to judge the world´s best advertising at the New York Festivals. Advertisers around the world invest so much work, time and effort to create something outstanding for the brands they are working for. These works and the people behind the work deserve that judges take the time and plunge into the material to honor the works which are really unique and have the “wow” factor. At the same time judges pass through a mental fitness program when they have to evaluate hundreds of works and ideas during the judging sessions. The benefit for a judge is that you stay up to date what´s going on in the industry. It´s important to find some insights which can be used to improve the cases from local departments.
New York Festivals: If you were to participate on the Grand Jury ten or fifteen years from now, what changes would you expect to see regarding the work?
Serdar Kantekin: The only thing that will progress/change is the way how we communicate with our audiences and deliver our messages to them. Even in ten or fifteen years the idea will be the most important thing. Like in the past, in the present and in the future, we will touch people with emotions, will find a place in their life when we create added value to be relevant for them and will stay interesting if we entertain them. But caused by the digitalization, especially in the digital user behavior of consumers, the communication media are changing rapidly. Executions will be much more data and technology driven than now. Who knows… maybe in ten or fifteen years we will be so technologically advanced that we are in the position to create personalized ads, products, tools and services for every single person in the world.
New York Festivals: What are your personal criteria for choosing award-winning work?
Serdar Kantekin: Relevance – I am always looking for the true insight, which makes a work and the brand relevant. No matter if it is a TVC, a digital tool, a print ad or a PR stunt, if the piece of communication has a true insight the work will have an impact in the society.
Idea – If I look at an idea I need to feel that one special moment that makes me think “wow, that`s clever”. The idea has to be fresh, new and needs to surprise me.
Execution – The best idea is worth nothing when the work is not beautifully executed. Doesn’t matter if digital or non-digital, the work needs to provide an outstanding user experience and visual craftsmanship to bring the creative idea to life.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Serdar Kantekin: #ifyouhavenotenoughtimetotellwhatyouwantyouhavetofindaway #homeofthewhopper
New York Festivals: What philosophy drives your career?
Serdar Kantekin: Everyone else is already like everyone else.