Mark Tutssel on Tide Ads, Trends in Film, and What to Do With Data

The Leo Burnett CCO's thoughts at Clio judging

We just got back from Rottach-Egern, a lovely village in the Bavarian hills of southern Germany, where we held judging over two weeks for the Clio Awards. This year we brought along a video crew, and we were able to sit down with many of the judges to ask them what inspires them personally and professionally. 

We'll be rolling out these videos in the coming weeks, starting today with Leo Burnett's Mark Tutssel, who joined us this year to serve as chair of the Film jury. 

In the video below, Mark picks his favorite recent and classic advertisements, and tells us about the one colleague and one artist who've most inspired him. He also picks the one place in the world that's most special to him, and weighs in on what he believes is the biggest challenge facing the ad industry today. 

Most of the 2018 Clio Awards winners (gold, silver, bronze and shortlist) will be announced Sept. 5. (The Grand Clios will all be unveiled at the Clio Awards show itself on Oct. 3.) Tutssel promises a Film reel that will be well worth watching. 

"I think we've arrived at a beautifully curated body of work that's representative of the best of the best," he says. "Hopefully [it's] work that educates, that inspires and motivates, work that we can learn from, and that I think will act as a barometer of the health of our industry at this moment in time." 

And on the subject of the most pressing challenge facing advertising today, he had this to say: 

"The challenge we have as an industry is, how do we harness intelligence? How do we leverage the power of data to inform our communication? How do we use data in a smart way? And how do we extract meaning from data that allows us to create better, more stimulating, more relevant, more useful, more valuable content for the people we're trying to connect with?" 

Follow our Creative Portraits tag for more upcoming videos in this series.

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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