Jennifer SKUPIN

Sr. Creative Director | 72 AND SUNNY

Jennifer Skupin is a Creative Director at 72andSunny Amsterdam who is passionate about the intersection of Business and Design.

Her heart beats for product and service development around societies' needs as well as innovation. She's particularly passionate about how we can employ new technology to our advantage, without having people nor our planet feel threatened by it.

At 72andSunny Amsterdam she is currently working on brand clients Google, UberEats and Ebay.

questionnaire

What was your very first job? What does it feel like to look back at it now?
My very first paid job, and the reason why I moved to Amsterdam in the first place was to work at KesselsKramer. I felt welcome from the first minute and appreciated the intimacy of an office with 30 people, the flat hierarchies, the hands-on and no-bullshit attitude. It has been a fun time. Memorising the past lets me sometimes want to go back in time and enjoy another homecooked lunch with my old colleagues and friends next to the dusty garden gnomes and dancing monkeys.

Please describe, in your own words, what your current job is and what work it entails.
I’d say that there are four parts to my job.
As a brand guardian, I need to understand the business of my current clients (Ebay, UberEats and Google), see how we can create value on their behalf and how we can eventually steer their business by thinking of their future.
In my function as a creative director, I have to look at incoming briefings and align with a core team on how to position it strategically. After that, time is spent on supervising as well as supporting creative teams to thrive and to do work which we are proud of, presenting and aligning with several stakeholders.
Then there is an element to my job, where I try to be visionary on behalf of 72andSunny and improve ways of working. An example for latter one is a new process we’re currently testing with one of our clients: small experiments, which deliver us measurable results, which will inform our next steps and hopefully make us smarter and our work more relevant.
I’m also trying to organise an IoT Hackathon, which would allow us to familiarise ourselves a bit more with the technology, have fun and hopefully come up with ideas we can surprise ourselves with.
The fourth part is educating myself: gaining more knowledge around topics which I feel passionate about and which make me a better leader who is not just relying on expertise.

How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?
As a child, I played a lot in nature, and learned to do stuff with the things I’ve had at hands. Remembering the satisfaction which comes with a self-given completed task was something which made me happy. Applying my creativity and earning money with it, seemed to be the perfect match; thus me engaging in a creative study and career to start with.
Over the course of the years, I acknowledged that creativity comes in different shapes (e.g. business model innovation) and can be applied to various industries; one reason why I followed an executive business study.

In your continually growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
During my day I’m receiving much input and trying to find the time to catch up on news and developments, which I can share immediately with my team. The time to process, however, is usually the time when my digital devices are far away, and I focus on other things. A walk in nature, playing my kids or doing quite ordinary stuff allows me to connect dots in ways, which make sense, feel new to me and eventually new to others, thus innovative.

If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?
I’d pick Google Translate for Refugees, a simple yet power- and purposeful initiative, where we started a co-creation initiative calling the online Google Translate community to help improve language pairs for Arabic-German and German-Farsi directly with a simple click.

jury

Dorothy BANY
Creative Content Producer | CALVIN KLEIN
Chief Experience Officer | PwC
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Nathalie BRÄHLER
Executive Creative Director | 60 LAYERS OF CAKE
CD & Founder | BARE JOURNAL
Import Creative Director
Ann CHEN
Design & Visual Identity Leader | DIAGEO
Jonathan CRAWFORD
Creative Director | THE FORMERY
Maurice DAHAN
Creative Marketing Director | MAVODI
Djemilah DALHUISEN
Team Lead Media & Content | ING
Ad DE HOND
VP Design and Concepts EMEA | STARBUCKS
Creative Brand Director | VELDHOVEN GROUP
John DE VRIES
Creative Director | XXS AMSTERDAM
Florentijn DIEPEVEEN
Creative Director | UBER
Els DIJKHUIZEN
Glb Integrated Comm. & Innovation Mgr | HEINEKEN
Glenn DOHERTY
Independent Design Director
Head of Creative | ASOS
Niek EIJSBOUTS
Creative Director | SUPERHEROES
Creative Director | W+K
Executive Creative Director | BSUR
Pim GERRITS
Creative Director | HAVAS LEMZ
Miguel GORI
Creative Director | SOLAR INITIATIVE
Andre GRAY
Creative Lead | TBWA
Daphne HOOGENBOOM
Global Mktg Communication & Media Manager | KLM
Creative Director | NOMADS
Thomas JULLIEN
Creative Director | ADIDAS
Creative Director | BIES & SEBAS
Erik KESSELS
Creative Partner| KESSELS KRAMER
Maud KLARENBEEK
Head of Art Production | WIEDEN + KENNEDY
Creative Director | SHOQ CREATIVE STUDIO
Joris KUIJPERS
Executive Creative Director | DDB & TRIBAL
Remy KURPERSHOEK
Independent Creative Director
Jonne KUYT
Creative Director | EDENSPIEKERMANN
Colin LAMBERTON
Executive Creative Director | IRIS
Julien LAURET
Director Projects, Strategy | ADIDAS
Kim LAWSON
NRG & Entertainment Manager | BUGABOO
Richard LETTERMAN
Creative Director | TOMTOM
Creative Director | KARL LAGERFELD
Julia LLAMAS
Head of Operations | ANOMALY
Global Head of Communications | CLARKS
Global Brand Marketing Lead | BOOKING.COM
Creative Director | RCHD
Creative Shoot, Production Manager | ADIDAS
Sean PERON
Global Brand Director | G-STAR
Co-Founder/Producer | WHALE
Guilaume PHILIBERT
Founder, Creative Director | FILLING PIECES
Robert PHILLIPS
Global Creative Lead | TPVISION
Colin PUESCHNER
Ex. Interactive Producer | 180 KINGSDAY
Content Manager Benelux | CHEIL
Head of Global Expansion | SONOS
Jennifer SKUPIN
Sr. Creative Director | 72 AND SUNNY
Creative Director | CHEIL
Design Director | NIKE
Creative Director | VIRTUE / VICE
Olivier TEEPE
Founder | CLOUDFACTORY
Steve TIRBANI
Art Director | OSUDIO
Enrico TOESCHI
Sr. Integrated Producer
Justin TOWNSEND
Senior Producer | ADIDAS
Cornel VAN BUUREN
Marketing Manager | HET PAROOL
Rogier VAN EST
Sr Concept Design Manager | STARBUCKS
Jan Willem VAN EWIJK
Sr. Art Director | PHILIPS
Poppe VAN PELT
Lead Creative Director | APPLE - BENELUX
Global Brand & Marketing Dir. | WOLFORD
CEO/Creative Director | SUPERREBEL
Co-Founder/Producer | WHALE
Raffaele ZUEGER
Advertising and Content Manager | PIAGET
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