Jason Lucas is currently the EVP and ECD at Publicis Seattle, an integrated ad agency. Prior to joining Publicis, Lucas was at VML in New York, where he was a Creative Designer. Before that, Lucas was part of a large variety of large agencies, digital boutiques, and startups including BBDO and Deep Focus. The Makegood recently spoke with Lucas about his new role at Publicis.
The Makegood: Congratulations on your appointment to EVP and Executive Creative Director at Publicis Seattle. What does your arrival mean for the next stage of Publicis Seattle’s growth? What does your role at the company entail?
Thank you. Publicis Seattle has experienced a lot of growth recently and I’m excited to join this momentum. Much of the work I’ve led for clients like FedEx, Snickers and Valvoline has been very integrated with mobile as a core part of the strategy. This new role allows me to apply the benefits of mobile not just as a means to an end but as the core proposition.
The Makegood: Could you discuss the “Un-carrier” in the wireless industry, and what your involvement with this shift in the industry will be?
Having worked on Nextel and Sprint and seeing the AT&T work around BBDO, I’ve been aware of the sameness of the other carriers in the industry. T-Mobile is different because of their passion and willingness to take risks and go against industry standards. After the “Break Up with Your Carrier” campaign and hearing the press conferences of their CEO John Legere, I knew T-Mobile was a brand I wanted to work on.
The Makegood: What sort of challenges are you looking forward to facing at Seattle?
T-Mobile is an extremely inventive client that challenges us each month by rewriting the status quo. I’ve worked against a number of clients and created solutions in a range of media that I believe will help us find the smartest solutions no matter where they want to go tomorrow. My goal is to create an agile environment that can be responsive to client needs in the best strategic and creative way possible. If our client is acting like a startup, the agency needs to act like one as well.
The Makegood: How can you apply your expertise and experience to this position? After having worked in New York, do you expect a different environment from the Pacific Northwest?
I’m new to the area and the organization, but everyone at Publicis has been great. I think the big fear when you leave a city like New York is that you won’t find a similar pace, but as our CCO Andrew Christou told me, our office moves quickly. The opportunities to push creative work into new and interesting territories happen weekly. My city may have changed, but creative drive of the agency hasn’t.
The Makegood: What do you see for the future of the company? How do you plan to keep Publicis up to speed on the constant changes in the industry?
Publicis Seattle will continue to make smart advertising wherever we can connect with a sizable audience. That could be television, print, digital, social or something yet to be invented. We’ll embrace and add in change when we see a shift in audience behavior or an emerging target we want to reach. Some of the best teams I work with are naturally curious, so they’re playing with new and different tools on their phones or online. When we find something that could be useful on an assignment, we’ll bring it our clients with proof of its value.
The Makegood: Thank you, Jason.