Leigh Armstrong Interview(s)

Getting to judge such a variety of briefs and categories is an absolute treat! Too often, creative work is only judged by creatives, which can feel a bit like an echo chamber. Bringing together a diverse mix of industry pros with different perspectives makes the process way more exciting and dynamic. I’m looking forward to adding my own mix of global experience, client insight, and a good dose of Scottish honesty to the table!

I’d say the unsung heroes—like great client leaders, strategists, behavioral scientists, and experience designers—deserve more love. Great ideas don’t happen in a vacuum; they’re shaped by those who have great client relations, uncover deep insights, map cultural shifts, and craft seamless brand interactions. Creativity is a team sport, and it’s time we celebrate all the players who make the magic happen.

Tough question as it constantly changes (which is a good thing). I also think people often default to visiblity and scale of work to answer this v truly fresh creativity. In my mind, India and some of the South American countries are impressing me of late.

Radical relatability is going to be big (in my mind). People have had enough of polished perfection and want flawed reality - that's what makes us human. And in a world that's unpredictable just now to say the least, embracing the chaos and showing up with surreal humor and randomness will also cut through.

Don't wrap the idea in too many layers of explanation. A great idea sells itself through it's freshness, clarity and results.

So many options across within different genres - hard to give just one. Honestly though? My 15 year old daughter. I'm in awe of her boundless creativity and her fearlessness in pursuit of trying new things. A reminder to me that fearing to fail and fear of judgement kills your truly creative thoughts.