Ger Roe
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Essential Tips for Creative Advertising Success with Ger Roe Ep 217 - The Global Discussion
Join us for a rare glimpse into the mind of one of Ireland's most influential creative leaders, Ger Roe. In this episode of The Global Discussion, Host Simon Hodgkins speaks with Ger, a Board Creative Director at Publicis Dublin and an Executive Board Director at ICAD (Institute of Creative Advertising and Design). Ger Roe is a visionary in the advertising world, known for his remarkable ability to craft brand personalities and memorable experiences.
"I believe in the power of creativity to leave a mark. Great creative work should move people, spark laughter, and inspire action – anything but be forgettable." - Ger Roe
From Struggles to Success: The Early Creative Years
Ger Roe's journey to becoming a leading creative director wasn't without its challenges. He shared candidly about growing up as a dyslexic with ADHD—a reality he once felt compelled to hide. But instead of succumbing to these struggles, Ger found solace in art, which ultimately propelled him toward his passion for advertising.
"I went to art college and started as a designer, but soon found myself limited—I wanted to do more. It was advertising that really allowed me to explore humor, emotion, and storytelling," said Ger.
Ger's path from junior art director to the Board Creative Director at Publicis Dublin was marked by his relentless curiosity, a willingness to step outside his comfort zone, and his drive to understand not just design but the human experience behind every campaign.
A Champion for Creativity – The Role at Publicis Dublin
Today, Ger leads multidisciplinary creative teams at Publicis Dublin across major accounts like Virgin Media, Heineken, AXA, and Renault. He is also a member of the Publicis Global Creative Council, a role that has taken his expertise to international stages, judging major creative festivals like Cannes Lions.
Ger's mission is clear: to produce creative work that "leaves a mark." This idea runs through every campaign produced by Publicis Dublin, aiming not just to occupy mental space but to linger there.
"You can pour a massive budget into a campaign, but it's far easier if the creative work itself is memorable. That's where our mantra, 'Leave a Mark,' really comes to life," explained Ger.
Humor as a Creative Antidote
One of the key points Ger emphasized was the evolving role of humor in advertising. He expressed concern about how, in an era of increasing cultural sensitivity, humor is often sidelined for fear of offending audiences. But he passionately argued for its comeback.
"There's so much gloom in the world—humor helps us navigate it. Advertising shouldn't always take itself so seriously. I want to see humor make a renaissance," he shared, encouraging creatives globally to rekindle their playful side.
Ger referenced the IKEA "Life is Not Like a Catalog" campaign, which perfectly captured humor by showcasing the contrast between flawless catalog photos and the messiness of real life. "It was refreshing and gave me a good laugh," he recalled, illustrating how humor can still be authentic and relatable without targeting individuals.
Creativity as a Team Sport
Ger's creative philosophy is rooted in collaboration. During the episode, he highlighted the value of working with diverse, specialized talent—those who can bring different strengths to the table. It's not just about the big idea; it's also about expert execution.
"The best creatives understand they're not always the best person for every part of a campaign," said Ger. "The magic happens when you bring in amazing specialists—photographers, illustrators, musicians—who elevate the idea into something truly remarkable."
He also discussed the importance of stepping back from work to find fresh perspectives. For Ger, creativity thrives on moments of reflection when the pressure is off, and new inspiration can seep in. "We used to call it 'giving it the overnight.' Sometimes, the best thing you can do for an idea is to walk away and return with fresh eyes," he noted.
The Role of Space and Balance
Despite being at the forefront of the fast-paced advertising world, Ger spoke about the need for balance—a lesson he's learned from observing younger generations.
"I've come to realize the value of carving out time for myself, whether it's going for a swim, spending time with family, or just stepping away from my work," he shared. "It's a reminder that great ideas aren't born from burnout, but from inspiration—and inspiration comes when we allow ourselves a little space."
Ger's advice on creative longevity was simple yet powerful: balance the hustle with self-care. It reflects the way he's managed to keep his creativity fresh while navigating the pressures of high-stakes campaigns and maintaining his personal passion for creative exploration.
Creativity in a Changing World
As the world continues to change, so too must creative strategies. Ger is passionate about embracing new technologies like AI—but with caution. He believes that while AI has its place in speeding up processes, it lacks the human touch that is crucial for emotionally resonant work.
"All these technologies are just tools," he said. "Great creative comes down to the human element—understanding the nuances of emotion, context, and connection. AI can assist, but it won't replace that spark of humanity we need in our best work."
A Call to Creatives: Bring Back the Joy
Ger left us with an inspiring call to action for creatives around the world: bring back the joy.
"The world needs humor and human connection now more than ever. Let's find ways to make people smile, to touch hearts, and to make sure our work is remembered for the right reasons," he urged.
Ger Roe's insights are a testament to what makes genuinely great advertising: creativity fueled by human emotion, strategic storytelling, and a good dose of humor. In an era where advertising can sometimes feel overwhelming or disconnected, Ger's work with Publicis is a shining example of how creativity can cut through the noise—by simply being real, relatable, and sometimes, just funny.
About The Global Discussion
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