Mullen Lowe's Sokoloff closes Lions Health

“Nothing needs to stay the same” was one of key point during the talk given by Jose Miguel Sokoloff, president of Mullen Lowe Group Global, to close the Lions Health creativity festival.


During his presentation, Sokoloff highlighted some of the simple lessons he's learned during a storied advertising career that includes working with companies such as Uniliver and Buick as well as a campaign in his native Colombia to demobilize the Farc Guerrilla, Colombia's largest guerrilla army.


Another piece of his simple advice: “All clients are the same, only some take longer to buy great work than others.”


Sokoloff shared clips of campaigns for Unilever's Magnum, an ice-cream bar brand, ranging from a typical commercial of beautiful, young women chasing gold balloons with one of the brand's ice cream bars inside of it as part of the brand's 25th anniversary. He pointed out that the same client approved an campaign for the brand featuring drag queens with a version of Rihanna's “Umbrella” playing in the background.


But it was Sokoloff's work in Colombia that that seemed to inspire the most passion from him during his presentation. “We are an industry that can create change,” he said.


Looking for more Cannes Lion coverage? Here you'll find daily news of the latest trends, themes and chatter around creativity in healthcare, live from the south of France during the two-day festival.