“The Key - Quick Conversations on Creativity” Xav Rees (CEO AMV Group)
❓ The Key 🔑 to Great Creativity ❓
🎤 “Curiosity, taste and an obsession with cutting through and getting noticed.”
Group CEO, AMV Group
I met Xavier Rees(Xav)at AMV BBDO Group HQ in London for the latest in my "Quick Conversations 🎤 " series.
It was great to meet up and hear more about the transformation that has happened across AMV Group, and the exciting times ahead.
As you would expect, I asked:
“What is The Key 🔑 to Great Creativity?”
🔥 One part of Xav’s answer particularly stayed with me as he expanded on "curiosity, taste and the obsession with cutting through".
Xav described the valuable role an agency can play by:
👀 “Not walking past things that clients take for granted.” 👀
That these "things" might be a fact everyone already knows but has never considered particularly interesting.
⚡ The creative talent lies in noticing that nugget, harnessing it and dramatising it in a way that feels right for the brand and resonates with the consumer.
Xavier Rees brought this to life through AMV’s award-winning work for Currys plc.
🎓 At the heart of the campaign is a genuine point of difference: Currys colleagues can help customers navigate an increasingly complicated world of technology.
⚡ That insight became "Beyond Techspectations": A big, flexible idea brought to life through absurdist humour across everything from social content to television and tactical advertising.
1️⃣ Curiosity found the nugget.
2️⃣ Taste and talent shaped the execution.
3️⃣ And an obsession with cut-through made it memorable across every platform.
The Currys plc work particularly resonates with me, having spent four years working on the Currys/PC World business myself around 15 years ago. ⌛
It’s a brand that will always have a special place in my heart, and I understand the challenges of creating retail work that aren’t always evident when the finished result looks so effortless...nice work AMV Group.
🙏 Thank you, Xavier Rees, for a fascinating Quick Conversation!