Earlier this week, we spoke to Kim Easley, VML's Managing Director of Talent Acquisition, who shared some indispensable insights into VML's cultural evolution, and what she looks for in a creative hire. Now we're catching up with Debbi Vandeven, VML's Global Chief Creative Officer, who continues the discussion. Like VML itself, Debbi is rooted in Kansas City, but now works with VMLers and clients across the agency's twenty-eight offices on six continents. Below, Debbi discusses how you can find success in advertising, where to get creative in Kansas City, and why she champions women in advertising: "I’ve been well-supported in my career and I owe the same encouragement and help to the women I work with each and every day, plus the generations of talented women yet to start their careers."
Tell us a little bit about your creative background. How did your path lead you to CCO at VML?
I’m an avid KU Jayhawk fan, so you should know my love for creative was brought to life at the University of Kansas where I studied design. That continued with my master’s in marketing and advertising.
I have worked for smaller creative shops, agencies and even client side until I opened my own small design shop and gained invaluable experience managing the business as well as the creative. In 2000, I had an opportunity to work at VML, creatively leading key accounts such as Colgate-Palmolive, which I couldn’t pass up — the client list was growing quickly and it gave me the ability to work with many top-tier brands. With hard work, perseverance and a focus on building great client relationships I moved into executive management and ultimately the global CCO role. The rest, as they say, is history.
As global CCO at VML, I now have the opportunity to work with VMLers and clients across our 28 offices on six continents.
We just launched an event series called Overshare, where we interview successful creatives about their career challenges. What were a few definitive moments or turning points that had an impact on who you are today?
There have been two main challenges (and opportunities) for me — strengthening VML’s creative reputation and expanding our operation globally.
VML was focused as a digital agency leading technology-based project work for many years. We worked hard to strengthen our creative product and open the doors for new engagements. This led to more agency of record relationships — first digital, but over the last few years as lead agency partner. I’m proud of what we have accomplished and the work that is improving our clients’ businesses.
The second challenge was managing global expansion. Not only was VML a Midwest-based agency growing within the United States, but it was also growing around the world. Finding the time to bridge cultural as well as time zone differences still proves challenging, but is worthwhile. I’m proud of the connectivity we have as creative leadership and how engaged all our teams are in working together to grow our client footprint, as well as how active everyone is in collaborating on work together.
I believe the top three qualities for success are an equal mix of talent, good social skills and fearlessness when you enter the field. As a leader I would add empathy as a skill that needs to be mastered to build great teams.
For someone entering the field of advertising today, what do they need to succeed? How has that changed from when you started the career?
I believe the top three qualities for success are an equal mix of talent, good social skills and fearlessness when you enter the field. As a leader I would add empathy as a skill that needs to be mastered to build great teams.
To me, these qualities for success haven’t changed since I started my career. But as our channel options to engage with consumers continue to grow, creatives need to be more and more curious. Looking for inventive ways to tell a brand story is a necessary ingredient for success.
What separates VML from other agencies? How have you seen the identity of VML evolve over the years?
VML has a unique balance between creativity and technology — there are really no boundaries to what we can do for a client partner. Whether our work manifests itself in communications or experiences, it is about driving a human connection between brands and their consumers.
We have gone through many evolutions — from ad agency to digital agency to contemporary marketing agency today. The industry has siloed agencies for too long and we’re seeing the walls break down for VML, and our clients are taking notice.
I am very proud of VML’s involvement in celebrating Olympic values and what we can all learn by coming together.
Which campaign are you most proud of?
I have many favorites so it is difficult to pick just one, but I love the work we just completed with the International Olympic Committee (IOC). The IOC selected VML to lead the creation of its public service announcement in preparation for the Olympic Games Rio 2016. The PSA, meant to inspire, evoke emotion, and engage people around the world, is a beautiful piece of creativity that celebrates the theme, “Together We Can Change the World.” It showcases the Olympic Games as a force of good that aims to build a better world through sport. We enlisted Questlove as executive producer to create the soundtrack for the PSA by rerecording the song “The Fire,” originally by Questlove and The Roots, with top recording artists from across the world, including Yuna, Lenny Kravitz, Nneka and Corinne Bailey Rae. In addition, as a part of the PSA programme, on Olympic Day, June 23, we will launch a global social movement to support Olympic peace. I am very proud of VML’s involvement in celebrating Olympic values and what we can all learn by coming together.
My second piece would be the work we did this year with Gatorade and Snapchat surrounding the Super Bowl. The Gatorade dunk is a Super Bowl tradition, and we took it to a new level by utilizing a sponsored lens on Snapchat to bring it to life. Using object-recognition technology, the lens allowed consumers to virtually participate in a Gatorade dunk. It was a perfect mix of taking something iconic and giving it a modern twist.
I’ve been well-supported in my career and I owe the same encouragement and help to the women I work with each and every day, plus the generations of talented women yet to start their careers.
You’re a well-known champion of women in advertising. Why is supporting women in the industry an important cause for you? (Other than the fact that you’re a woman.)
It’s important to have women in advertising. According to Nielsen, market estimates about their total purchasing prowess varies, but it is as high as $15 trillion annually. It’s a disservice to our clients and the brands we represent to not have that point of view of women in the work we create.
Our industry doesn’t have the best reputation for being a champion of women, and we need to change that in our agency cultures and our work. It’s our responsibility in leadership to drive this transformation. To be role models. To be mentors. To be a sounding board.
I’ve been well-supported in my career and I owe the same encouragement and help to the women I work with each and every day, plus the generations of talented women yet to start their careers.
What’s the creative scene like in Kansas City?
Kansas City has a growing creative scene — here are some of my favorites for when I am out and about:
Nelson-Atkins Museum of Art — check out the collection of Chinese paintings; Yelp ranked the Nelson-Atkins as the No. 1 museum in the U.S., above New York’s Metropolitan Museum of Art
Kauffman Center for the Performing Arts — a wide array of performance options including Kansas City Ballet, Kansas City Symphony and the second-largest TEDx event in the U.S.
Arts District — a great place to land on the first Friday of the month as art galleries open their doors to the public, music can be heard on the streets and beverages are welcome
Music Venues — Kansas City is known for its music heritage, specifically jazz and blues, and it is thriving today — the choices are endless for live music
What’s the best advice you’ve received?
This is simple. Follow the Golden Rule. Treat others as you would like to be treated.
What’s your favorite advice to give?
This may sound crass, but don’t hire assholes. Build teams that focus on making the work better, putting the collective “we” before themselves.
Work that excites me is the work I wish I would have completed. Work that has never been done before. Work that is solving a problem in the world. Ideas that are so brilliantly obvious that you wish you would have thought of them yourself.
You’ve served on a lot of award juries like Cannes and The One Show. What kind of work excites you?
Work that excites me is the work I wish I would have completed. Work that has never been done before. Work that is solving a problem in the world. Ideas that are so brilliantly obvious that you wish you would have thought of them yourself.
What do you do when not working?
Spending time with my family is my top priority, and we like to see movies and go out to dinner. My other past times are running and reading (Game of Thrones and The Walking Dead are guilty pleasures). If it’s a nice day you can find me either out on a jog in my neighborhood or on my patio in my comfy chair with my Kindle.