One of our D&AD Membership perks is our Members’ Spotlight feature that takes a moment to celebrate the work of different industry professionals. Each interview gives creatives a virtual soapbox, asking what they’re currently working on, what are they most proud of, and if there were one piece of work they wish they’d been responsible for, what would it be?
Meet David Lubars...
Introduce your agency.
BBDO has been around for more than 120 years (established in 1891). It’s thrived because the DNA of the place is about constant reinvention; the cement never hardens here. It was Durstine (the “D” in BBDO) who said, “When you’re through changing, you’re through.” That’s truer today than ever.
Our approach to the business is simple: we’re about the work, the work, the work. We believe creativity is an economic multiplier and brings disproportionate value to our clients. World Wide CEO, Andrew Robertson, me, and our partners around the world, are the current keepers of the BBDO flame. We’ve evolved it from the last generation and the leaders that follow us will do the same.
BBDO is fast, nimble, resourceful, low politic, low-process. We focus on creating magic for our clients, we push boundaries, we try new things. A global boutique, if you will. “Boutique” and “global” would seem contradictory, but it’s not if you find special people who can perform in a big arena. Not just creative people, everyone. We’ve been fortunate to be a magnet for a lot of these people and we’re grateful for them everyday.
What are you currently working on?
The latest thing I like is an online film for GE, done in New York. It was just released just a few days ago. GE is an extraordinarily creative company that tackles some of the world’s most difficult problems - e.g how to get clean drinking water into desert countries, or how to use the moon’s gravity to cleanly drive underwater turbines. They’re amazing. Much like an agency, when they recruit, they need to bring in the most innovative thinkers, people who dream about what could be. In that context, the film talks about how GE nurtures and cares for ideas that might be dismissed elsewhere.
The Boy Who Beeps – GE Industrial Internet
What work are you most proud of?
I could list a bunch of things we’re proud of from around the world. But I’d rather let the reader check out our stuff and see what he or she thinks instead of me blowing our horn.
What work from our Archive makes you think 'I wish I'd done that'?
I’m still jealous of Crispin’s 'Subservient Chicken' for Burger King from several years ago. Back then, we were trying to figure out how to make BMW films more interactive, but felt limited by the technologies available at the time. Crispin figured out a cool way.
What's the best piece of advice you've received during your career?
"The best people are always terrified they’re about to be fired while the mediocre ones are always shocked when they are."
“What dust we raise” said the fly upon the wheel.
"Adversity doesn’t build character, it reveals character."
"Talk – Action = Shit"