The Innovator 25: Jason Schlossberg

Chief creative officer at Kwittken since 2006

New York

Influence & Engagement, 12 to 20 years

"Great design doesn’t just make things beautiful (form) and it doesn’t just make things work (function). It also reflects the world we want to create (inspire). It tells a story."

For building an agency that applies design theory’s elegant and functional thinking to conventional communications problems. For his ‘rapid proto-typing’ approach to agency life that enables experimentation, quick responses and failing fast. And for driving integration between Kwittken and its parent ad firm kbs+ in way that has positioned Kwittken to blend its earned thinking with the ad firm’s creative resources.

In what area of marketing/PR do you see the most innovation?
Creative Technology

How would you describe the communications/PR industry’s level of innovation?
Lagging the others

Where do you see the greatest opportunity for marketing & PR to become more innovative?
Management techniques

Who most influences how innovative a brand’s marketing/PR is?
CMO

How do you define innovation?
Fresh thinking that provides value.

Most innovative PR/comms campaign you’ve seen in the last 12 months?
Banksy’s Better Out Than In NYC Residency

What brands and/or agencies are most innovative when it comes to marketing/PR?
Coke, Nike+, Droga5

Describe a moment in your career that you would consider ‘innovative.’
Being included in the In2 25. I think it is hard for one to self-determine that they are ‘innovative’.

Who is your mentor and why?
I don’t really have a mentor, I feel like I have forged my own path, but I gain inspiration from many, many people.

How do you get inspired?
I consume as much information as I can about as many subjects as possible. I read incessantly. I travel a lot. I go to conferences on subjects outside of my area of expertise.

Advice for people seeking to bring new ideas, ways of doing things to their organizations?
You have to be thick skinned and cannot be easily deterred from your vision. Most people are programmed to reject or fear new ideas so you can’t allow yourself to easily give up if at first your ideas are not appreciated. But you also need to be open to abandoning ideas or ways of doing things that aren’t working. You can’t be afraid to fail or change your mind when it is the right thing to do. Every failure or unsuccessful idea is a learning experience.

In your opinion, what’s the most innovative place in the world? This could be a city, a venue, a neighborhood, etc.
San Francisco

What’s your favorite time of day and why?
From 6 – 8 AM