5 Questions for: BBDO New York’s John Osborn

We’re asking member agency CEOs, creative leaders, strategists, media execs, futurists and new business gurus to answer five important questions affecting the industry. Here, John “Ozzy” Osborn, who has been leading the New York office for more than a decade, takes his turn providing the answers.

1) What’s the biggest challenge or opportunity facing the ad industry right now?

To avoid adding to the clutter. This means being laser-focused on creating and distributing engaging content in precisely the right context. Winners will deliver work that is exceptionally entertaining, extraordinarily relevant and exceptionally useful.

2) What is the single most significant change you need to make in your agency in the next 12 months?

As Malcolm X once said, “The future belongs to those who prepare for it today.” Our goal is to continue to attract the best talent that can help us be better, smarter and faster on behalf of our clients. Increasingly, that talent comes from start-ups, the technology sector, publishing platforms, the entertainment industry … everywhere.    

3) What products/services/unique skills do ad agencies offer that guarantee the industry’s survival for another 100 years?

Nothing lasts forever; but those agencies (like BBDO) that have been around for more than a century have survived and thrived because they continue to bring a competitive advantage to clients. In our case, it’s work that will serve as an economic multiplier, significantly magnifying a client’s investment.

4) What attributes do you look for in your next generation of leaders/managers?

The same skills that define all great leaders: great communicators, people willing to change the status quo; people you want to be around; motivators; people who get things done. BBDO has 10 people values.They would apply to every generation.

5) If you weren’t working in advertising, what would you be doing as a career?

I’d probably be in civil service. I believe it’s important to give back and to ensure there is every opportunity for future generations.

John Osborn began his career at BBDO in 1991. He is President of the Board of Directors of the Police Athletic League of NY and Chairman of the Board of the New York Chapter of the American Red Cross.