2022 Mid Year Report Card Survey Response

Tim Gordon
Partner & Chief Creative Officer
Zulu Alpha Kilo NY




What trends, developments or issues would you point to thus far in 2022 as being most significant, perhaps carrying implications for the rest of this year and beyond?

Looking back at the first half of the year and now looking forward I would say that flexibility is paramount. Landscapes are changing and creatively we need to be quick, nimble and flexible.

We need to act bravely and use creative in a myriad of ways to help our clients meet their challenges.

I believe that creativity can solve almost any problem we just have to be open to all the sizes and shapes the creative can take.

How have any societal issues--such as the pandemic, the Supreme court decision on abortion, calls for equity, inclusion, diversity, racial and social justice--impacted the way you do business, company policies and/or selection of projects/creative content?

First and foremost it’s important that we recognize that these issues are constant and have a constant effect on those we work with. We must look after those who work for us and with us.

Time when they need it.

Action when they want it.

The support should be tangible.

At the same time as leaders we also need to actually lead and not just expect employees to solve the issues that are effecting them daily.
How we meet these challenges will define us as a business as much as any other part of our business. There is no separating it.

What’s the biggest takeaway or lessons learned from work (please identify the project) you were involved in this year?

Since I’ve just taken on my new role I’ll instead pick two pieces from Zulu Alpha Kilo Toronto that I have been immensely impressed with: Orders Of Sacrifice and Micropedia Of Microaggressions.

Both pieces think outside of the traditional creative norms to solve a problem and bring awareness to an issue. These pieces of work almost feel like they don’t fit in the traditional lexicon of what an advertising “idea” is...and I love that.
What I am most inspired by when I look at ideas like this is that at Zulu Alpha Kilo there really are no limits to what we can create and impetus is on us to constantly redefine what our industry makes.

What work (advertising, entertainment, documentary) -- your own or others--struck a responsive chord with you this year and why?

I recently read Priestdaddy by Patricia Lockwood and I was floored. It is probably the single best use of the English language that I have read. The memoir is touching, funny, empathetic, unflinching and just a joy to read. I literally can’t dig out enough flattery from my arsenal for this book. Read it.

While gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to content creation and/or the creative and/or business climate for the second half of 2022 and beyond.

To my earlier point. I think we will need to be nimbler and more flexible. I think the second half of year will see clients ask us to do more with less.

How we choose to meet this challenge will set the tone for the rest of the year. Creatively I think this is a great opportunity.

Has the first half of 2022 caused you to redefine or fine tune the goals of your company, division, studio or network--and if so, in what way(s)?

Since I’m embarking on a new adventure, we’ll have to chat at the end of the year.

But I will say the goal for Zulu Alpha Kilo NY will be to create work that redefines what people say can be done in the industry.

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