Creative Catch-Up: SapientNitro's Andy Greenaway

Having held several senior creative and commercial roles in agencies such as Saatchi & Saatchi and Ogilvy & Mather in the region, Andy Greenaway now leads regional creatives for digital shop SapientNitro.Greenaway is candid about the best and worst parts of being a creative, as well as what makes a creative professional exceptional.How did you stumble into this industry?I originally intended to be an illustrator. But when I got to art college, I got exposed to a man called Alan Paige. He was running the advertising course and was the most inspirational teacher I ever came across. He made advertising exciting. And I quickly jumped onto his course as a result.How do you get inspired when you aren’t?Take time out. Go for a drink, a run, a workout, watch a movie (not necessarily in that order). And if that doesn’t work, I just sweat it out. I write down as many ideas as possible and pray something emerges.What’s the most frustrating thing about being a creative?Seeing beautiful, compelling ideas killed by clients who either have no taste or no ambition.Proudest moment in your career?Every time I win a pitch is a proud moment because they are so damned hard to win. Every time I sell a great idea is a proud moment because they are so damned hard to sell.[caption id="attachment_42714" align="alignnone" width="600"] “Selling great work to clients is the single hardest job in advertising. This was the first award-winning campaign of mine sold at Ogilvy Singapore. Thank you David Mayo.”[/caption]A mistake in your career you won’t forget?Staying in advertising for far too long.Mentor you look up to most?There are so many. My teacher at college, Alan Paige. My first creative director, Chris Jones. My first big boss, Drayton Bird, my most recent creative partner, Bruce Matchett and my first regional creative director, Neil French.[caption id="attachment_42715" align="aligncenter" width="259"] “Neil French was my regional creative director for seven years. He taught me how to aim high.”[/caption]Advertising’s not an easy business. What’s the meanest thing you’ve heard someone say to anyone in the industry?“You’re s---.”What about the harshest thing anyone has said to you in your career?It wasn’t actually, “You’re s---,” but when I was a student a creative director started kicking my portfolio around the room. I don’t think he realised how close I was to dropping him.And the harshest thing you have said to anyone at work. And do you regret it?The harshest thing I’ve said (to several people) is, “You’ll never make it as an ECD”. I don’t regret being honest with people and I’ve always tried to help them understand where there real value lies. Not everyone is cut out to be an ECD. Sometimes they just need to be an amazing art director or copywriter.What’s the dream brand you’d like to work on and why?All brands are dream brands. If you want to do work on a brand that has done great work, you’re too late. Someone else got there first. Small, little known brands are the best to work on. You have the opportunity to make them famous and make them well known.[caption id="attachment_42717" align="alignnone" width="482"] “Roger Makak wasn’t a brand until we made him one.”[/caption]Weirdest thing you’ve ever done in your careerI brought a tenor into a pitch and got him to sing O sole mio to a room full of clients.What makes the difference between an average creative and a mind-blowing one?The easiest thing would be to say talent. But it’s more than that. A person with loads of talent, but a poor attitude or work ethic will always fail eventually. On the other hand, someone with a modicum of talent, but a tremendous attitude and work ethic will eventually shine and be successful.If you weren’t a creative what would you be?I would have followed in my father’s footsteps and become a soldier.How do you wind down on the weekends?I used to play squash until I snapped my Achilles tendon. Now I do a workout at the gym, do a bit of painting and write (that’s when, of course, I’m not trying to meet a deadline for a campaign).[caption id="attachment_42716" align="alignnone" width="600"] “I love painting. It’s therapeutic. It also gives me a bit of beer money from sales.”[/caption]