Robyn DUTRA

VP Creative Director | ESTÉE LAUDER

Vice President of Creative, North America, at the Estee Lauder Companies. She leads the in-house agency for the region, working across the brand portfolio with a focus on digital and social content making.

questionnaire

1. What was your very first job? 

My first job in advertising was at the Arnell Group, as a copywriter on Sara Arnell’s team. It was tough but I learned a lot from her – and from Martha Stewart, one of my first clients.

2. Please describe, in your own words, what your job is and what work it entails.

I’m Vice President of Creative, North America, at the Estee Lauder Companies. I lead our in-house agency for the region, working across the brand portfolio with a focus on digital and social content making.

3. How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you where you are today?

My parents met in art school, I grew up in a home filled with illustration, painting, good design, cool music and fashion. This naturally led me to a creative career. I was also a voracious reader as a kid, so no surprises that I got my start with words, as a journalist, and then a copywriter and later a creative director overseeing all kinds of campaigns and content making.

4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

Staying plugged into trends, maintaining an engaged interest in culture. Getting off screen and into the real world, to experience first-hand museums, galleries, fashion shows, new bands, etc. I’m also a traveler at heart. Right before we went into lockdown in NYC I was in Shanghai, and just before that Ireland. Experiencing the wider world, feeling like I’m a part of a global community, is hugely inspiring for me. I really miss it, connecting with and exploring new places like a local.

5. If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation rather than its recognition or industry "success," what would it be? 

While I’ve been lucky to have worked on some of the most beloved beauty and fashion brands in the world, I am proudest of the teams I’ve built, mentored and motivated as a creative leader. I oversaw regional and global creative teams on Olay back at Saatchi, and our effort to bring the brand identity and communications into alignment the world over was nothing short of monumental. I appreciate to this day – and have rehired some of those same folks – the passion and talent everyone on my teams in the U.S., Dubai and China, brought to work every day to make that happen.

6. Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc)


Freelance designers and copywriters, studio (shoots/production), retouching.

jury

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