Gaston Legorburu, worldwide chief creative officer of SapientNitro, sets the strategic and creative vision for its multi-channel marketing and commerce services. With a passion for big ideas and creative thinking, he's been instrumental in expanding SapientNitro’s digital services to the offline realm and landing several agency-of-record relationships with Fortune 500 clients—Unilever, Chrysler and Coca-Cola’s Powerade—in the process.
Throughout his career, Legorburu has partnered with clients in a variety of industries and helped them gain unparalleled insights into effectively marketing their products and services in an increasingly complex marketplace. He's also spearheaded some of the most successful online campaigns.
05.25.10
Go Broad Rather Than Deep
If you have a degree in what field is it? I like to say that I majored in hard work and minored in good fortune (how’s that for some marketing spin?). I dropped out of art school giving up a great scholarship, which pissed-off my mom big time. I decided to try architecture, but architecture is all about following rules, and I’m not what you’d call a big rules guy, so I switched my focus to marketing. I freelanced a ton while I was in school in Miami, so much, actually, that I decided to take a year off to start my own little design shop. That little design shop turned into a $50 million dollar agency, which we sold to Sapient in 2005. So, the short answer to the question is that I don’t have a degree. But it’s safe to say that my mom’s gotten over her disappointment.
What’s the best site you’ve seen lately? What’s so great about it? From a pure design perspective I love to discover new things on FWA , but I really don’t even think in terms of standalone sites anymore. I’m a big believer in designing a complete brand experience, one that incorporates both digital and analog components, which, not coincidentally, is the mindset you’ll find at every SapientNitro office. If a consumer is looking for advice on what new digital camera to buy, they don’t just go to Canon.com. Not anymore. That consumer is looking to Canon to make its case: Why should I consider buying a camera from Canon? And the answer to that question has to be about more than just model numbers and what their cameras can do that their competitor’s cameras cannot. Today, a brand needs to deliver its value proposition across an entire range of communication channels. The work we’re doing for VitaminWater is a great example; we’re putting out bits of great content across a spectrum of media and putting that brand in the middle of every conversation.
If you were to change professions, what would you choose to do? This one’s easy: One of the things I preach when helping people evolve in their creative careers is that it’s better to go broad than deep. I always tell people that being a great art or creative director has little to do with being creative; it’s all about your understanding of leadership, business and consumer insights and how you connect a big idea to a business outcome. That said, I’ve found myself gravitating toward media strategy over the past couple of years. I think the best ideas are delivered when media and creative truly work as one, so I can definitely see myself doing that job in the future.
Design or technology? Which is more important? Why? No question. Design. Apple without design would be the old Microsoft. JetBlue or VirginAtlantic without design would be AirTran. More and more of the human experience is, or will be, enabled by technology, but you must add design to technology to make magic.
From where do your best ideas originate? For me, the best ideas come from other people. My job is to develop great talent and foster an environment that promotes creativity. Collaboration breeds the best multidimensional ideas; I depend on getting a hundred rough ideas from the team, cultivating the best ones and refining them.
How do you overcome a creative block? I’ve been told that I “collect” interesting people and hang out with them. And, of course, drinking copious amounts of alcohol doesn’t hurt. Just kidding... I don’t collect interesting people.
In one word describe how you feel when beginning a new project? Fascinated.
What well-known site is most desperately in need of a redesign? Amazon.com. I hate to say it, but oh how the mighty have fallen. It was not too long ago that Amazon was the gold standard for e-commerce sites. They pioneered so much: personalization, recommendation, one click, affiliates, etc. Today you need a PhD to navigate it, it’s hard to know who you’re dealing with and the customer experience is broken. I’m practical, so I understand how Amazon got there but they need to bite the bullet and take out a blank sheet of paper. I’m certain they’re still capable of innovating.
Do you have creative outlets other than Web design? I still paint, but frankly not as much as I’d like.
What music are you listening to right now? Everyone close to me knows that I can’t stand country music, but other than that I have a voracious appetite for music of all kinds. This week it’s old school hip-hop.
What product/gadget can you not live without? I can’t live without my Apple TV. I watch a lot more TV now.
What’s the strangest thing you’ve bought online? I buy everything online, my wife refers to me as “consumer hero.” I’ve never bought a shrunken head or anything like that but I did furnish an entire vacation house from my couch.
What’s your favorite quote? “What did you create today?”
Do you have any advice for people just entering the profession? If you’re young and “unattached,” take the opportunity to work abroad. A global perspective will become a huge secret weapon in your career.
What is the one thing you wish you knew when you started your career? Ideas are easy to come up with; selling ideas and bringing them to life is the hard part. You can’t do it alone.