The Epica Book

A YEAR OF CREATIVITY

Have you got the “write” stuff? The Epica Book is a way of finding out. Our jury of writers on marketing, communications and creativity chose all the work featured in its pages.
Published by Bloomsbury – the London publisher that discovered Harry Potter – this slice of creative magic has become almost as hotly anticipated as the winners’ list itself. That’s because the book is more than a compendium of winning work and high-scoring entries. It also offers  exclusive interviews and insights into the evolution of our industry.
In this year’s issue, highlights include:
- How McCann Worldgroup became a creative powerhouse
- The living logo that evolves with every story of injustice
- How a small Polish agency made the world cry
- The Russian rock star with a talent for eye-popping videos
- How an influencer scam turned the tables on its audience
The foreword is by Kate Stanners, Chairwoman and Global Chief Creative Officer of Saatchi & Saatchi.
The cover is an award-winning print ad from the “Trash Masks” series by Advantage Y&R in Namibia.

Introduction

SHARING THE MAGIC

We are in the middle of a rapid transformation in our business. Nothing will ever be the same, and nor should it. Technology is making advertising more interesting, more potent and more relevant.
But we should never lose sight of what remains at our core: fresh ideas. And we must never lose the craft and skills that help us turn those ideas into compelling, entertaining and seductive stories.
It is the writer’s words, the director’s vision, the photographer’s eye, the editor’s clarity, the musician’s brevity that turn a simple script into something memorable. It is a designer’s skill that turns a functional customer interface into a sensory experience, to be enjoyed and remembered time after time. This is our magic.
We’re in an exciting time, where the media landscape, like everything else, is changing dramatically. The media plan, as it was, is being torn up. Often the most powerful ideas exist between the lines of a plan, where they create their own story. We are increasingly obsessed by earned media, and we earn it by having a brilliant idea that is interesting to people. Then the way that story is shared becomes important. So often now the work we admire isn’t simply in the media, but is reported on and shared by the media.
Without press coverage of creative industries, we wouldn’t debate, we wouldn’t challenge either each other, we wouldn’t learn, and we wouldn’t grow. We’d miss out on celebrating our industry’s moments of creative triumph together, collectively. It is journalism that ensures that the stories behind groundbreaking creative ideas are shared publicly in order to challenge and inspire audiences, expanding minds in the process. And journalists are the ones who provide the much needed context, depth and social value to the advertising work that’s created. The journalists are the ones who maintain high standards for us all, holding us accountable for our own work, and for our actions along the way.
If you believe, as I do, in the unreasonable power of creativity, these are exciting times. The rules are changing constantly, which is music to the ears of those who are perpetually curious. But some things are constant, such as the power of an original idea, and the craft and skills that bring it to bear. As the rules go out of the window, we should be optimistic about what’s coming up next and celebrate what is exciting right now. I look forward to being challenged by the brilliant creative ideas featured on the pages of publications such as Epica for years to come.

Kate Stanners, Chairwoman and Global Chief Creative Officer of Saatchi & Saatchi

PREVIOUS INTRODUCTIONS

  • THE ERA OF THE INVITED GUEST

    THE ERA OF THE INVITED GUEST

    13 September 2017

    INTRODUCTION TO EPICA BOOK 30

    by Rob Reilly from McCann Worldgroup

  • CELEBRATING CURIOSITY

    CELEBRATING CURIOSITY

    01 August 2016

    INTRODUCTION TO EPICA BOOK 29

    by Matt Eastwood from J. Walter Thompson

  • "Without Prejudice" by Tor Myhren (Grey)

    "Without Prejudice" by Tor Myhren (Grey)

    01 August 2015

    INTRODUCTION TO EPICA BOOK 28
    by Tor Myhren from Grey

  • Another Point of View

    Another Point of View

    01 August 2014

    INTRODUCTION TO EPICA BOOK 27
    by Masako Okamura from Dentsu (Vietnam)

  • "NEW IS BORING" by Rémi Babinet (BETC)

    "NEW IS BORING" by Rémi Babinet (BETC)

    01 January 2014


    INTRODUCTION TO EPICA BOOK 23
    by Rémi Babinet from BETC (France)

  • At the top of my 2012 checklist by Filip Nilsson (Forsman & Bodenfors)

    At the top of my 2012 checklist by Filip Nilsson (Forsman & Bodenfors)

    01 August 2011

    INTRODUCTION TO EPICA BOOK 24 by Filip Nilsson (Forsman & Bodenfors Gothenburg)

  • "Foreword" by Amir Kassaei (DDB)

    "Foreword" by Amir Kassaei (DDB)

    01 August 2009

    INTRODUCTION TO EPICA BOOK 22 by Amir Kassaei (DDB)

  • "Foreword" by Juan Cabral (Fallon London)

    "Foreword" by Juan Cabral (Fallon London)

    01 August 2008

    INTRODUCTION TO EPICA BOOK 21 by Juan Cabral (Fallon London)

  • "No New Eldorado" by Erik Vervroegen (TBWA\Paris)

    "No New Eldorado" by Erik Vervroegen (TBWA\Paris)

    01 August 2007

    INTRODUCTION TO EPICA BOOK 20 by Erik Vervroegen (TBWA\Paris)