In this Annual Spotlight, we delve into the creative journey of Robyn Bowman, Head of Copy at BBD Perfect Storm and recent winner of Next Gen Talent of the Year for the Creativepool Annual Awards 2024.

Robyn shares how the recognition has bridged connections well beyond the advertising world, sparking appreciation and support from all walks of her life. From her thoughts on the collaborative spirit that drives independent agencies to her championing of humour in even the most challenging campaigns, Robyn reveals the values, quirks, and inspirations that shape her work.

Here’s a look at the impact, insights, and unexpected rewards of winning in one of the industry’s most celebrated platforms.

How does winning a Creativepool Annual Award impact your career or your company?

Beyond the obvious spring in my step, I think the biggest impact I’ve experienced has actually come from beyond the industry. Being nominated generated a lot of unanticipated, but much appreciated, interest and support from friends, family, people I used to go to school with and acquaintances from smoking areas who I still have on Facebook.

It’s been properly cockle-warming to connect with people outside of advertising about work, even if they’re not quite sure what it is I do.

What role did collaboration play in your award win?

Well, for starters I wouldn’t be speaking to you if it wasn’t for the sneaky nomination from my key collaborator – shout out to my creative partner, Jacob Hill-Gowing. Much of my career to date has been spent at independent agencies, where collaboration isn’t optional – so working together has very much paved the way for where I am today.

I’ve not found an agency yet that isn’t full of weird and wonderful characters – and figuring out how to best collaborate with them is often just as fun as working out what to put in the ads.

The Creativepool Awards often introduce new categories to stay relevant. How do you feel your work fits into or redefines emerging categories in the industry and do you have any ideas for categories we could potentially add next year?

I’m a huge champion of comedy – in campaigns, and in meetings. I believe even the most heart wrenching message or difficult challenge can land well with well-footed, well-meaning humour. I would love to see a category that puts a focus on funny.

What advice would you give to creatives aspiring to win a Creativepool Annual Award next year?

Don’t be bashful! I was a bit red faced when if first found out I’d been nominated but the reception I received when sharing the news was a win in itself.

So, put yourself out there and embrace experiences for maximum returns.

What role do you think awards like the Annual play in motivating creativity and innovation within the industry?

Beyond bragging rights and bloody good parties, I think the peer review function that awards provide does a great job of inspiring stand out and keeping all our standards high. We all need our work marked sometimes.

What are your top tips for aspiring creative professionals?

Stay silly. And stay connected with real people. I love hearing which ads have lingered in the brains of my friends who have proper jobs.

How important is sustainability and social responsibility in your creative work, especially in the context of winning a Creativepool award?

There’s a responsibility to saying or representing anything on any kind of public stage. As much as we creatives like to growl and snarl at the ad rules and regs that are getting in the way of our masterpieces, being kept in check is also what sets our output apart.

We’ve all seen the front half of client presentations banging on about what a powerful, influential tool communications are – of course we have to wield that with care and consideration.

What do you think sets apart truly exceptional creatives apart?

The best creatives I’ve encountered have been just the right amount of unhinged. Reliable enough to get the scripts written by the deadline (or just after it), but gleefully unencumbered by social norms.  

What has been the reaction from your team or colleagues to winning the Creativepool Annual Award?

There’s nothing like an award win to solidify your suspicions that you’re surrounded by the best eggs. I was actually away for the night itself (did someone say work-life balance!?) and my OOO acceptance meant enlisting the next Next Gen Talents of the Year, Leah Coughlan and Becky Savoury, to go grab my golden annual for me.

The joy on their faces in the pictures meant as much as the win itself. Do watch out for them – they’ll be picking up their own very soon.