Wesley Ter Haar is the founder and COO of creative digital production agency MediaMonks, which he founded in 2001. MediaMonks now has offices in Amsterdam, London and New York. He will be speaking on Wednesday November 6th on one of MediaMonks’ colloborative campaigns – ADIDAS “Nitrocharge”.
We caught up with him for a Q&A in the build up to Berlin:
1) This year we have added three new categories in the digital section. Why do you think digital technology is playing such an increasing role in advertising?
Advertising lives where people spend their time and attention, and more and more those commodities have been moving to digital. I also think digital has become such a broad church that it makes sense to diversify in categories to make sure we celebrate the best work across a broad range of projects, instead of pigeonholing digital as just online stuff.
2) Is it difficult to judge craft effectively?
Craft comes in many different shapes and sizes, but even with the diversity on show real craft always shines through in the details. For me it hides in the nook and crannies of a project, the places that might not be obvious to everyone, but that reveal the love and dedication that went in to making something better than it needed to be.
3) Which panel/talk are you most looking forward to this year? (Apart from your own!)
I’m looking forward to Heineken’s Craft & Effectiveness talk, as they’re doing some amazing things around the brand and are very open about innovating and experimenting with digital in general. And i can’t wait to hear from the director on Dumb Ways to Die, what a year he’s had.
4) How can face to face meetings between industry leaders improve the advertising process?
If you strip away the process and politics, the work we do is really just trying to put together a bunch of people with shared goals and the tenacity and talent to make those happen. Meeting others in the industry is a shortcut to that process, and it’s always a great equaliser to find our industry, more than most, revolves around people that want to do the best work they possibly can.
5) Will this be your first visit to Berlin? What do you like/are you looking forward to most about the city?
My second, but i missed out on many of the cities rumoured highlights so hope to make up for some of that this time ’round.