2012 in Review with... Bryan Rowles

Bryan Rowles, partner and executive creative director at 72andSunny Amsterdam casts a discerning eye over the previous 12 months and look ahead to 2013.

How would you describe the last year, creatively speaking?

2012 has been a blast. The growth at 72andSunny has been amazing, from the work to the culture to kick-starting the Amsterdam office. It feels like a very special time.

What have been your creative highlights of the last 12 months?

Work-wise, I’ve been blown away by the cultural impact the Samsung work has had. For me personally, moving to Amsterdam and partnering with Carlo Cavallone has been the big highlight. I’m learning new sensibilities and new approaches to work.

What’s been your own greatest achievement over the last year?

Making the move to Europe. I’ve wanted to live in Amsterdam since I was in my mid-twenties, I just couldn’t get anyone to hire me back then.

What excites you most about working in advertising at the moment?

Collaborating and hanging out with the amazing partners we have to make brave work. And watching the culture continue to grow in Amsterdam.

What do you think the key trends and developments of 2013 will be?

Embracing hybrid talent. Writers design, designers write, brand managers make stuff in After Effects. Problem solving is becoming an “everybody pile in” thing, not a “go let the creatives figure it out” thing.

Do you think the lines between traditional advertising boundaries and company roles will continue to blur?

I hope so. For us, it’s our natural way of working.  We’ve found that to be a truly modern company and create great work, collaboration is key.

How pivotal a role will the economy play in the creative output of the coming year?

The economy and the rise in unemployment are obvious issues at the forefront of people’s minds, and certainly informed the thinking behind the Unemployee of the Year campaign we created with Benetton. I would imagine that in 2013, work that resonates with audiences will still touch on these social concerns, directly or indirectly.

What’s your New Year’s resolution for 2013?

To use less American colloquialisms.

If you could give one piece of advice to the creative industry for next year, what would it be?

Be optimistic, have fun, and make something awesome.