What do you think will be the biggest shift in the type of work agencies and brands are producing in 5 years?
The next generation of communications / marketing will see deep integration between the advertising industry and the entertainment industry. Agencies will bring brands to the entertainment world to integrate content more natively into people's lives.
How do you think agency models will need to change in order to accommodate this?
Media partnerships will be more integrated, which means longer lead times. The idea / content will lead more than the media buy and there will be new roles for planners who can bring their skill for defining brands and telling stories to the entertainment world when launching films or products in concert.
What’s the favourite piece of work you've been involved in?
My favourite work has 2 really important elements. (1) It tackles bigger societal issues and (2) it has the chance to impact people's lives.
A recent project that stands out is Honey Maid's "This Is Wholesome" campaign that helped redefine what wholesome families are by including gay dads, tattooed parents, and interracial couples in an American ad.
The responses we received were mixed as you can imagine, but many told us it changed how they viewed the world and they finally felt represented in society.
What’s the piece of work you wish you had been involved in?
Rebranding Samsung to topple Apple.
What was your experience of working with The Blueprint?
I'd been interested in working internationally, but wasn't actively seeking opportunities when Gareth reached out to me and enlarged the shadow of the future. He was very personable, had keen knowledge of the best next step for my career, and was consistent in his follow up to ensure I was well versed about the potential employer and personalities. Gareth was a great partner in my journey to the UK and is hands down the best talent partner I've ever come across.
Away from the job, what are your passions?
Since I just moved to London, it's exploring all that London has to offer. When I can its snowboarding all the way.