“No Matter What, Don’t Ever Be Boring”: Chris Colliton Discusses His Move to Zulu Alpha Kilo NY

Some big news came out of the Zulu Alpha Kilo New York (Z.A.K. NY) office recently when it was revealed that Chris Colliton had come on board as executive creative director. Bringing with him a wealth of experience, having led creative at the likes of Droga5 and 72andSunny, not only did this move mean the agency adding another pivotal piece to its leadership roster, but the reestablishment of a partnership between Chris and chief creative officer Tim Gordon.

Someone the CCO described as being “top-of-mind since the moment we decided to create this role”, since arriving, Chris has been tasked with overseeing and building out the creative department, directing development for client partnerships such as Booking.com, Harry’s, Stonefire, and pursuing and managing new business partnerships. Driven by a desire to fight sameness, and keep the industry – and culture – on its toes in the process, his impact will certainly be reflected in the creative to come, making Z.A.K. NY a space worth keeping an eye on in the months following.

To learn more about how things are going, and just what it takes to come aboard at a time of agency momentum, LBB’s Jordan Won Neufeldt sat down with Chris for a chat.

LBB> Chris, congratulations on your move to Z.A.K. NY! Tell us about the decision – what inspired it, and what made the agency the right next step for your career?

Chris> Thank you! This really is a full circle moment for me. Tim Gordon (CCO) hired me at Droga5 in 2012, giving me my first real shot in advertising. Now, over a decade later, we get to do it again (a bit older and questionably wiser) at Z.A.K.

I’ve always wanted to help build and shape an agency in New York, so when the opportunity came up to do it with such an awesome and ambitious group of people, I couldn’t say no. From the very beginning, I’ve loved the agency’s independent spirit and commitment to fighting sameness. We need more new, now more than ever.

LBB> Speaking broadly, what are you hoping to accomplish in this role, both personally and professionally? Is there an overall mandate guiding your approach?

Chris> Broadly speaking, I want to help make Z.A.K. NY one of the best agencies in the world. A place that is constantly putting out new and exciting work, and keeping the industry – and culture – on its toes. I want everyone to be on the lookout for the next thing from our little creative powerhouse.

But, beyond the work, I want to help build an agency that people love. A place that every creative wants to work, and that every person here never wants to leave. What we do should be fun, and we should like the people we’re doing it with. It’s pretty simple.

LBB> You emphasised fighting sameness – what does this look like in your eyes? And what kind of philosophy are you bringing to the position, in order to drive this?

Chris> I think everybody can agree that the industry needs more new, and less of the same old same old. Bigger ideas. Bolder swings. More ‘holy s***, how did they pull that off?’ type of stuff. I want to be part of making that happen at Z.A.K. NY.

As far as a personal philosophy, I’ve found that my best work comes when it feels like I’m getting away with something – ideas that I think could die at any second if a few more lawyers were paying attention. Scary is good. Dumb can be brilliant. But no matter what, don’t ever be boring.

LBB> In the same vein, what are your first impressions of the creative culture at Z.A.K. NY?

Chris> I love what we’re building here. The energy is high, everyone is ambitious, and the independent spirit is alive and well. Most of us have spent time at bigger agencies, but jumped at the opportunity to build and shape something here. It’s a definite start up vibe: a bit crazy and chaotic, but in the best way.

LBB> Of course, as mentioned earlier, you’re working alongside Tim Gordon again. What does the opportunity to partner up again mean to you, as well as reestablish creative chemistry?

Chris> Maybe it’s because I just saw Oasis in concert after they got back together, but I’m feeling the power of big reunions this year. I’m not sure who’s Liam and who’s Noel, but the creative chemistry with Tim is definitely there. (And we didn’t even have to go through a decades-long fallout).

In all seriousness, Tim is one of the best there is, and one of the few people I’d really want to do something like this with. It’s been incredibly fun so far, and I can’t wait for what’s to come.

LBB> To this end, you’re also working to expand the agency’s creative department. What are you looking for, and if all goes to plan, what can people expect from this new offering?

Chris> I want to hire great, diverse talent – people who bring different skill sets, tones and types of work they love to the table – because I don't want Z.A.K. NY to have a go-to style. It’ll make me better. It'll make everyone who's already here better. And it’ll make the work we produce for our clients better… the type of work that moves businesses.

LBB> Notably, you’ve also joined at a time of strong momentum for Z.A.K. NY. How are you working to not only maintain this, but take things to the next level?

Chris> I think it's just about always being hungry for what's next. I feel very personally invested in making this place great, and that means not taking our foot off the gas. The momentum is exciting, and every great piece of work that comes out will be a rush, but we’ll only ever be as good as the next thing. This industry moves at warp speed, and new news is old in the blink of an eye.

LBB> Of course, you’re not going at it alone. Aside from Tim, what have the early days of collaboration been like with your fellow leaders? How are you working together to build out this vision?

Chris> Meeting and seeing Meghan Mullen (managing director) and Emily Garvey (head of strategy) in action has been incredible. They’re rock stars, and they both have the same crazy ambitions for this place that I do.

People say the most important thing about building an agency is who you do it with, and I couldn’t be more excited about the leadership here. Smart. Kind. Ambitious. Hilarious. They tick all the boxes.

LBB> With that in mind, where do you think Z.A.K.’s place is within the American market at the moment? And why?

Chris> Z.A.K. obviously has a storied history in Canada, but I think one of the most exciting things about this opportunity is truly making our mark in New York. We are a New York agency, full stop. But our roots as a feisty, independent shop will never go away. People should expect the unexpected – work that no one sees coming, but always feels right.

LBB> Finally, what should your new coworkers know about you? Is there anything fun you’d like to share?

Chris> If I ever laugh and say “that’s so dumb”, that’s the highest form of flattery there is. A Michelin star when it comes to feedback.