He then constructed up the subsequent wave of creativity on the company with Robertson. He now sees Beresford-Hill, who just lately rejoined the company from Ogilvy, main up the subsequent wave of creativity on the community.

Beresford-Hill labored at BBDO from 2010 to 2018, and Lubars at all times pictured him coming again. “This subsequent 10 years, I feel he’s actually going to steer the subsequent renaissance with BBDO,” mentioned Lubars.

Beresford-Hill, who was named chief artistic officer of BBDO The Americas in December, will succeed Lubars as chief artistic officer for BBDO Worldwide.

“Based mostly on the work alone, David has a spot on promoting’s Mount Rushmore. If you happen to’ve been lucky sufficient to work with him, you’d in all probability additionally contemplate him essentially the most reductive, decisive and supportive artistic chief on this planet,” mentioned Beresford-Hill in a press release. “If it weren’t for David’s management, I wouldn’t be right here.”

Modifications within the trade

Lubars has seen many adjustments over the course of his profession, from the longtime mainstays of print, tv and radio to the digital revolution to the present state of a number of channels and platforms and close to infinite ways. He mentioned he wouldn’t have stayed within the trade if it hadn’t morphed over time.

“It’s new and completely different, zero sum daily, versus outlined channels. Now it’s complicated and sort of messy and foggy, and for someone who’s ADD and consistently bored like me, that was a great cause to need to get up daily and go in and determine it out,” mentioned Lubars.

Lubars mentioned that determining what’s new and what’s going to stay round is an ongoing problem, and, in fact, AI is a instrument that the trade remains to be making an attempt to get a deal with on. He sees good makes use of within the know-how, together with one the place BBDO was in a position to make use of AI to switch dialogue in a movie.

“AI copied his voice, and no one knew the distinction,” mentioned Lubars.

Favourite work

Lubars is a believer in the massive thought that strikes a marketing campaign ahead.

“It’s like a pyramid of marbles. What holds it collectively? A giant thought. However in case you don’t have a giant thought, all these items scatter on the ground as unconnected, random dots that don’t make sense to folks,” mentioned Lubars.

A few of his huge concepts have resonated for many years, and he counts a lot as favorites. To him, folks reply to a great story irrespective of if it’s movie-length or a six-second video on TikTok.

At BBDO, the work his crew did for Mars, Snickers, GE, FedEx, HBO and AT&T are all highlights.