We speak to a lot of designers and creative directors here at the Creativepool member spotlight but, for whatever reason, we rarely speak to writers. Luc Benyon, however, is more than just a writer.
The Zurich-based Luc is a branding expert, writer and content creator rolled into one, with a particularly keen eye for creative city, technology and culture. He enjoys (in his own words) “building ecosystems with content at their heart” and that content can be anything from reports, articles and branding activations to films and campaign strategies.
We caught up with the Creative Marketing Strategist himself this week to talk blazing trails and how his skill for writing underpins everything he creates.
How did you get into the industry?
After an undergraduate in Cultural Studies, and an MA at Goldsmith’s College, I was already on a path to work in the creative industries. After a few jobs in the Third Sector, I found myself working for industry awards organisation DA&D, which was a huge door opener.
Where are you based now and who do you work for?
I have lived in Zurich, Switzerland for the best part of 6 years now. After a couple of years as a freelance brand and marketing consultant, I now work in house at video intelligence. VI are one of the firms riding the wave of contextual video advertising, so it’s an exciting place to be.
If you weren’t in your current industry, what would you be doing?
I want to be a real life trail blazer. By which I mean someone who builds and maintains mountain paths. I love hiking in the Alps, and the idea of being able to do that everyday is a dream.
Can you explain your creative process?
It’s always about stepping back and asking what the problem is that needs to be solved. Getting a tight brief agreed by all parties is the most important aspect. Then I like to stay media-neutral on the solution; this is, sometimes video is the best answer, sometimes it’s written content, sometimes graphic.
I like to be led by a combination of client needs and audience preference, and find the sweet spot in the middle. Despite that I always come back to writing, it’s my core skill, and underpins creating for every medium.
How would you describe your style?
I always try and link brand problems to wider culture. That means not getting bogged down in industry jargon or content that adds to the online noise. I always try to bring an element of the unexpected, and of creativity to any brand problem.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
Working at D&AD put my in face-to-face contact with many heroes, of which I have lots of stories. I’ll never forget being asked to interview Paul Smith, and finding myself wearing a very poorly-made blazer (face-palm). The whole time I was sure he was judging me on my poor taste, if he was, he never let on.
If you had to pick one ideal client/employer, who would that be and why?
My favourite brands are Arctyrx and On Running – but the idea of B2C communications terrifies me, I’ve always worked in B2B. So I’d be scared to work for any of my favourite brands!
How has technology affected the way you work?
As a creative marketer my day is dominated by technology – from the platforms we use to communicate, create, and collaborate.
My favourite digital tool at the moment is Miro – I’m a spatial thinker, so in Miro I can store and connect ideas and build huge conceptual webs. I use it every day.
What’s your secret to staying inspired and motivated?
Good playlists. I always have collaborative Spotify playlists on the go with my friends, and I’m constantly building new working playlists. Good music gets you in the zone.
What’s the work achievement you’re most proud of?
Whenever anyone reaches out to say they read an article or watched a film that I was involved with it means the world to me.
How do you recharge away from the office?
Living in Switzerland means I’m an avid hiker, I’m constantly trying to complete the network of hiking paths in the mountains that I can see on the horizon from my home office.
What is one tip for other aspiring creatives looking for work?
Just make new connections all the time, meet people for coffee, ask those people to introduce yourself to more people. Building your network shouldn’t be a chore, it should be natural, like making friends!
What is the one thing that you would change about the industry?
At the moment there’s a lot of debate over brand purpose and whether it drives business impact. I’d pivot that conversation to ask whether brand purpose helps society and the environment. If it does then it’s the right path.
Any websites, books or resources you would recommend?
I’m currently reading Into The Woods: How Stories Work and Why We Tell Them by John Yorke. It’s an amazingly comprehensive overview of how to structure a narrative, and brilliant for anyone who wants to create films or writing that grips people.
