Damian Pincus on Why Great Creativity isn’t Necessarily ‘Risky’
The Works, part of Capgemini, was founded in the back of a camper van over 20 years ago by Damian Pincus. Over the past two decades, The Works has become one of Australia’s biggest independent agencies.
During his career, He has worked all over the globe with clients such as Cadbury, Nestle, Tiger Beer, Skoda, Canadian Club, Allianz Retire + and Brother.
Damian and his team have been recognised by almost every award in the books, including D&AD, Cannes Lions, Global Effies and more.
He is a creative leader with a passion for fostering new creative talent and the existing talent at The Works.
LBB’s Casey Martin sat down with Damian to talk about how an encouraging environment supports creativity.
LBB> You’ve been a part of this industry for a number of years- how have you seen it change and grow for better and for worse?
Damian> One of my bosses when I first started used to say ‘the most important assets come and go everyday’ which was a nice sentiment but I don’t believe then we were treated that way.
Fortunately, this has been the biggest positive change ‘putting people first’. It is now actually something we act on. Across the board I think there is better care and attention to everyone’s well-being and better understanding of how to create a positive environment to encourage people to succeed and get the very best out of people in work and outside.
What’s not improved is the move away from more committed client and agency relationships. If we really focused on the value this can create there would be less pitching, less conversations about money, less of the ups and downs of project-based work and most importantly more effective work. Creating the very best environment for all of us to succeed is the problem to solve.
LBB> How do you foster and grow the creativity among the office at The Works?
Damian> Hire a diverse group of people, create an encouraging and supportive environment for people to succeed, and work with clients who value the power of great work.
LBB> The Australian industry is known for its ability to ‘take risks’ when it comes to campaigns. How do you perceive this common view on Australian commercial work?
Damian> I’m not a fan of the idea that great creative is ‘risky’. I would say it’s far more risky to make work that doesn’t get noticed. It’s been well documented that the most effective work is work that stands out.
LBB> What is a piece of work that stands out to you? Why has it stood out? What do you like about, what makes it different?
Damian> The new outdoor work for British Airways. It’s inspired by a famous cultural moment and it’s incredibly striking and simple. In all the clutter of life, it’s a simple message in a busy world. Hooray. I love that the industry is re-thinking what a good idea is.
LBB> From a camper van to one of the biggest independent agencies in Australia, do you believe that there is value to looking outside of the industry for inspiration? If so, what are some of your go to places for inspiration?
Damian> Say yes to new things, always go different ways, avoid habits, embrace change, question everything and try to change the way things are done. Always look for new things, be passionate and turn up every day thankful for where you are. We’re the lucky ones. And most importantly, have fun.
LBB> What advice would you give yourself if you were able to travel back in time to the Damian that had just graduated?
Damian> It’s all going to be OK, just work hard, care about all the people around you, do good work and the rest will take care of itself.
