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What do you think will be the biggest shift in the type of work agencies and brands are producing in 5 years?

While the focus will always be on producing great work, with an ever increasing focus on justifying marketing spend, agencies will need to protect themselves by proving the effectiveness of every campaign. I think that those with clear measurement frameworks combined with great ideas will ultimately lead the way.

How do you think agency models will need to change in order to accommodate this?

Hiring talent with hybrid skill-sets and backgrounds outside the traditional marketing arena to provide depth and develop new ways of working.

What’s the favourite piece of work you've been involved in?

Working on global social and digital campaigns for Guinness has been an incredible opportunity to help develop their presence in less traditional formats. It will be great to see how this evolves over the next 18 months.

What’s the piece of work you wish you had been involved in?

Burberry’s digital store – truly impressive and forward-thinking.

What has been your experience of working with The Blueprint?

Very positive. They focus on finding the right candidate, both in terms of personality as well as expertise, presenting you with a range of options as well as taking briefs on job descriptions you aren’t even sure exist yet!

Away from the job, what are your passions?

Working my way through the Michelin Guide, one Jason Atherton restaurant at a time.