Exploring the Creative Frontier: A Conversation with Bill Downie, ex-Managing Partner/Creative Director O&M, DDB, Publicis, Saatchi & Saatchi

Introduction

With a career spanning over five decades in advertising, Bill Downie has crafted a legacy defined by innovation, strategic thinking, and an unyielding commitment to creative excellence. As the CEO and Creative Director of Pear Agency (a family business), Bill has led his team to produce compelling, boundary-pushing campaigns that resonate on a global scale.

His journey began in Toronto, where he worked with Cossette before moving west to Vancouver to work at renowned agencies like Ogilvy, DDB, and Publicis. Bill also established a few of his own creative agency ventures, one of which was sold to Saatchi & Saatchi. Known for his collaborative approach, Bill believes in immersive brand storytelling, always digging deep to uncover the unique “Truth & Gems” that make each brand shine.

At Pear, Bill and his team have launched brands, supported iconic institutions, and created everything from social media stunts to memorable billboards and logos — even a few tattoos that became symbols of brand loyalty. Bill’s ability to balance traditional advertising’s creative rigor with today’s data-driven strategies has kept him at the forefront of an ever-evolving industry.

Today, he brings a blend of artistry and strategy to each project, embracing new technologies like AI and digital platforms while keeping the heart of storytelling alive.

Al Leong: Bill, thanks for taking the time today. Let’s start with your background. How did you first get into the advertising world?

Bill Downie: “I’ve been in the business since 1983 — thinking back on it now, that’s over five decades. Time flies! I started in Toronto, but in ’92, I moved to Vancouver. Bigger mountains, bigger ocean, bigger trees. I worked with some big names — Ogilvy Mather, DDB, Publicis — and even sold my first company, Drum Advertising, to Saatchi & Saatchi. When I started, big agencies were everything. They were the places to be, where the best creatives pushed the limits, and awards were the ultimate prize. You were judged by your work, not algorithms.”

Al Leong: You were coming into the industry right after the Mad Men era, in a sense.

Bill Downie: “Exactly! In the ’80s, that shadow was still there — the days of pushing for better creativity, driving toward award shows, and doing work that made people stop and think. It was a unique time. Big agencies were about setting the bar high and pushing boundaries, and clients expected you to win business through creativity that produced results. There were no ‘algorithms’ hunting target audiences; you had to earn their attention and respect.”

Al Leong: Given all that, how has the agency landscape changed?

Bill Downie: “Oh, it’s night and day. Today, competition is incredibly tight, and it’s not just big agency versus big agency anymore. Now you have small mid-sized, and large companies competing for the same business, sometimes even a solopreneur freelance creative going up against established agencies.

And then there is AI. That’s another challenge for creatives. Sure, there are many AI tools from which we can benefit greatly, but those tools have also increased the competitive landscape in a negative way. Don’t be surprised if you find your work is being measured against a logo created using AI by the client’s neighbor’s wife’s sister, who is a nurse.

Our ability to analyze campaigns is fantastic, but there’s a caution. Numbers don’t always tell the full story. You may be told that there is a ‘300% increase’ in followers, but that could just mean going from 1 to 3 followers. Perhaps I am being a bit extreme to make the point that you have to look deeper into analytics.”

Al Leong: Let’s talk about some of the campaigns that stood out to you over the years. What projects have made a lasting impact on you?

Bill Downie: “There are so many, but a couple stand out. One was for Vancouver’s Army & Navy department store, an iconic local brand that was struggling against big-box stores like Walmart and Costco. We didn’t have the analytics we have now, but we put together a strategic campaign that brought lineups back to the store, just like in its founder’s day. That was gratifying — knowing our work helped keep this community fixture alive. Eventually, they sold the land because it became more valuable than the store, but we kept the company healthy for another 10–15 years.”

Another one was for the Vancouver Whitecaps when they launched into the MLS. We created a ‘30-days ’til kickoff’ countdown calendar app, created videos for local celebrities, fans, and athletes, and uploaded videos to the app by 9 am.

To launch the campaign, we put Whitecaps jerseys and scarves on all the statues in Stanley Park and a few in the city’s core — even the mermaid statue in Vancouver Harbor! I remember canoeing out at 5 a.m. to get that scarf around her neck. We got about $1.7 million worth of media exposure from a $300,000 campaign. It engaged the whole community, regardless of whether or not they were soccer fans. The stunt received overwhelming earned media support, and a few of the videos went viral and reached international audiences.”

Al Leong: How do you approach the creative process for campaigns like those?

Bill Downie: “The first step is what I call ‘brand immersion.’ You can’t go straight to the computer; you have to understand the product, the service, and the client’s goals. This has been instilled in the Pear team. I’ll give you an example: we were working with Old Yale Brewing to name and brand a beer, which was to be a collaboration with ex-Vancouver hockey player Brendan Morrison and his fishing show called Reel West Coast.

I thought, ‘I love fishing, I love hockey, I love craft beer — this is in the bag.’ But my designer, Morgan, who is not a fan of fishing, hockey, or beer really immersed herself. She watched dozens of Morrison’s fishing show episodes and kept hearing him say, ‘That’s a real head shaker!’ Nothing I had came close to ‘Head Shaker,’ and it became the name of the beer.

That’s the value of brand immersion. Kudos to Morgan. I should take my own advice”

Al Leong: How does this approach differ from a more analytical, numbers-focused approach to marketing?

Bill Downie: “A Brand Immersion is only one way to prepare your creative mind to solve problems. Research, competitive reviews, street interviews, etc., all provide valuable insights. You have to become a sponge and sop it all up. Also, don’t underestimate the value of a gut feeling.

Al Leong: You mentioned AI as both a tool and a competitor. How do you see AI affecting creativity in advertising?

Bill Downie: “AI doesn’t replace human intelligence or creativity. True creativity that connects with people on a deeper emotional level is something machines can’t fully replicate. The challenge is to embrace AI as a tool without letting it overshadow genuine human creativity.”

Al Leong: Let’s talk about digital advertising. What are some of the challenges and opportunities you see there?

Bill Downie: “Digital ads are in danger of becoming this generation’s junk mail. People scroll right past them because, frankly, most of them aren’t worth stopping for. For a project like Nemus, which was about protecting the Amazon rainforest, we had to think differently. We gamified the digital ad. Users navigated a chainsaw or a boat through a rainforest image, and if they got to the other side, they’d be entered to win an NFT. It made people pause and engage with the ad rather than just swiping past. We need more of that creativity in digital; otherwise, it’s just more noise.”

Al Leong: How did you transition into blockchain and purpose-driven campaigns?

Bill Downie: “Blockchain’s been an exciting challenge. With Film IO, we’re making Hollywood accessible by connecting filmmakers, investors, and fans through blockchain. Hollywood is a bit of a club — let’s face it. Film IO is breaking down those barriers.

We created website visuals that show filmmakers, investors, and environmentalists interacting, dissolving from one to the next. They highlight the fact that Film.io is about building an online film community that anyone can join.”

Al Leong: What do you think drives you to keep pushing the envelope in new industries?

Bill Downie: “It’s the challenge of solving problems with creativity. Every project is a new puzzle. I’m always thinking, ‘What hasn’t been done?’ One of the most motivating things people have said to me is that ‘it’s all been done before.’ I love to prove those people wrong.

Al Leong: Do you have advice for young creatives entering the field today?

Bill Downie: When I am interviewing a potential hire, I ask them what they think their most valuable skill is. Often, they’ll say, ‘I’m a creative thinker,’ or ‘My computer skills.’ All good, but I tell them it’s their ability to listen that will set them apart and is the most valuable skill they have. I know pretty quickly if they were listening ;) ”

I also tell young creatives to let all their ideas flow — even the bad ones. I have something I call ‘pillow thoughts.’ I encourage all to share ideas that pop up while driving home or lying in bed. Those are often the most unique ideas. Creativity doesn’t work from 9 to 5. It can hit anytime, anywhere. Always be ready.”

Al Leong: What’s your approach to fostering that kind of creativity within a team?

Bill Downie: It’s about parking your ego and, again, listening to others. In my brand sessions, I tell clients, ‘You’re all here because you add value. Don’t hold back.’ and ‘There are bad ideas. I have had many myself.’ This provides a safe space that allows ideas to be shared that might not come out otherwise.”

Al Leong: Any last thoughts on the future of advertising?

Bill Downie: “It’s a challenging landscape, no doubt. But it’s also full of potential if we keep pushing creativity. For digital ads to avoid becoming junk mail, they have to be worth stopping for. And as AI becomes more prevalent, it’s going to be the brands that keep a human touch and stay authentic that stand out. Always focus on solving problems with creativity.”

Bill Downie’s insights into advertising reflect his decades of experience and his commitment to creative integrity in a field that’s constantly evolving. From his foundational years in big agencies to pioneering projects in blockchain, Bill exemplifies the resilience and adaptability required to thrive in today’s advertising world. As he puts it, “We solve problems with creativity.” It’s a simple but profound mission that continues to set his work apart.

To contact Bill Downie, click here: https://www.linkedin.com/in/billdownie/