Why Everyone Should Want to be Lauren Sally

“What is the actual point of this shot?” Lauren Sally’s path has been anything but linear. Now the creative director of Buchanan Group, Lauren’s work speaks to how hard work and dedication pay off long term. A believer in the big picture thinker, Sally thrashes through obstacles, bringing clients exactly what they need to increase their ROI.

Journey — From Idea To Reality

Starting her career on air in Iqaluit, Sally quickly realized her passion for visual narratives. Eventually moving back to Toronto, Sally was exposed to the fast-changing lifestyle of a creative. After obtaining a job on the crew of a travel television show, within the first three months, both the director and editor quit, leaving Sally to step into both roles simultaneously.

“…it was the hardest job I’ve ever had in my entire life… you were up at 6… to figure out what you’re shooting for the day…. You don’t know what you’re doing, you could be slugging gear up the side of a mountain in Greece or you could be scuba diving.”

Challenges & Failures

On set for an ad, Sally can be found by the monitor asking,

“What is the actual point of this shot?” Despite three rounds of copy, Sally still questions the ultimate objective of a project, stating, “I’m always cognizant of what we’re trying to do. Because if what you’re trying to do doesn’t match what you’ve developed, then you’re screwed.”

Without fail, Sally has the client’s best interest at heart, differentiating her creative from good to great.

“With all the gear that is accessible, there’s no substitute for a well-crafted shot with a good eye that’s on brief with what you’re supposed to do.”

In Sally’s eyes, persuasion is about the ‘reasons to believe.’ Regardless of new technologies and approaches, the psychology of advertisements hasn’t changed, the human brain must understand why it wants what you’re selling.

“You need to give people the core reasons why they’re going to buy a product,” Sally explains.

At Buchanan Group, the strategic use of third party endorsements add a layer of trust and credibility.

Definition of Success

On a crazy ride without an ending destination, Sally’s continued motivation was based on a simple principle:

“…You see the success based on the hard work you’ve put in.”

Eventually leaving the television world for advertising, 9 years later, Sally has directed ads across the world, managing creative teams in the Americas and Europe. Her curiosity for establishing the right direction to achieve her client’s vision ultimately drive the success of her projects. The success of client work depends on the success of sales, purchase intent, and conversions.

“And that’s why I always call myself chief persuasion officer.”

The Bottom Line.

Three Pieces of Advice from Lauren Sally:

“Don’t get into creative… Just kidding.”

1) Transparency is important. The way that you operate must be omniscient. Be proactive and communicate with everybody, regardless if they are internal or external. Eliminate client conflict with time and cost efficiency in your creative model.

2) There are no bad ideas, in the end it’s just work. You can stress out, get grey hair, but in the end it’s just work and needs to stay work.

3) Have a life. If your life outside of work isn’t interesting and dynamic then you suffer because you don’t have the mental ability to stretch and bring those experiences into what you’re doing.