Creative director Gemma Phillips on provocative advertising and why the best ideas start with uncomfortable conversations

Summary

Profile of creative director Gemma Phillips, who spent 12 years at Saatchi & Saatchi and now works as a consultant creative director for the campaign group Pregnant Then Screwed. The article explores how she creates provocative, impactful advertising — including a billboard about UK paternity leave featuring the phrase "mother f**ker" — and how she navigates saying the unsayable in advertising. Her solo work has reached the House of Commons, and the piece examines her creative philosophy that the best ideas start with difficult conversations.

Source

Creative BoomCreative director Gemma Phillips on provocative advertising and why the best ideas start with uncomfortable conversationscreativeboom.com