From the start, PJ Pereira-the Brazilian-born, interactive wunderkind who was named one of the most influential creative directors in the world by several publications-was destined to have his own agency someday. After stints at DM9 and AKQA as its executive creative director, someday finally arrived with the launch of Pereira & O'Dell in 2008. But don't call it a digital shop just because it does digital work-in fact, the agency has a broad mix of disciplines and backgrounds, as was evidenced by the recent hiring of veteran creative director Kash Sree. We spoke with Pereira and Sree about future plans and how they approach their clients' projects.
So PJ, people were buzzing when you hired Kash Sree, who comes from what could be described as a traditional background. What does this mean for Pereira & O'Dell, if anything?
PEREIRA: Although both Andrew [O'Dell] and I both come from what you could call a "classic" digital background, the team here is a combination of people from design, PR, advertising and digital. And bringing Kash in is part of the plan of being an agency that's all about ideas instead of the execution that you're going to take at the end. Kash helps us reinforce the advertising side, which is important as well, and it helps us get much stronger in that particular field so that we can do these combinations of different disciplines in a better way.
SREE: I guess I got known for these epic TV spots, and when you get known for something, you should be scared because you wind up getting pigeonholed and defined that way, and I was a bit worried about that. But I like ideas.
I went to the One Show for both the traditional and digital this year, and I was way more excited about what was going on in the digital show because it just seemed like ideas again. In the main show, maybe because of the recession and the fact that there's more money so there's more scrutiny and research, but a lot of times I was like, yeah, I'd seen that before. I follow where ideas are, and when I was talking to PJ, it was like talking to someone about ideas instead of widgets or TV spots.
The industry's converging anyway, and I think it needs to. I don't think digital can survive as purely digital and I don't think traditional can survive as purely traditional. Many agencies have got the baggage where they have to keep doing what they know because their profits are based in what they already have, so they can't change quickly enough.
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