Shelley Smoler

Creative Director, BBH

BBH taught me that good ads are 80% idea and 80% execution. That’s what craft means to me, and it more than makes up for bad maths. 

She’s had a very busy couple of years trying to prove to her parents that ‘artists’ can have productive careers. In this time, she’s managed to make plenty of adverts, neglect some office plants and relocate across hemispheres. She’s also managed to work on some amazing brands, including adidas, the Guardian, The Zimbabwean, Audi, Google, Heineken, KFC and Perfetti, picking up a Cannes Lions Grand Prix, a D&AD Black Pencil and a few other shiny ones along the way. But, for all this external recognition, Shelley’s passion remains within agencies – mentoring and developing the teams she oversees. She’s not quite top of the Monday Night Beginner’s Silversmithing Course at Morley College, but she’s very proud of her 4.9 star Uber rating.