1. What is your favourite advertising idea?
This British Airways Club World TVC has always stayed with me. Great story-telling with the product benefit seamlessly woven in.
2. What do you love about Melbourne?
It's not London.
3. What's the most creative/interesting thing you've seen recently?
The initiative used by Aleh – Israel’s largest network of residential facilities for children with severe disabilities – to raise funds to buy medical equipment. This was a partnership with a local group buying site to allow people to donate towards the cost of specific items of equipment. Through the site people can follow the progress of a purchase and along with others experience the satisfaction when it’s completed. This was based on the insight that people are more likely to contribute when they can see exactly what their money is going towards. I think we’ll being seeing a lot more innovative digital marketing from not-for-profits as they make up for lack of money with lateral thinking.
4. Sum up your career in 10 words:
Right place, right time. Wrong place, wrong time. Stay true.
5. What does digital mean to you?
Something between brave new world and the emperor's new clothes.
6. When did you know that you wanted to work in an advertising agency when you grew up?
During my first holiday job as a Copywriter with O&M in Hong Kong. They had the Heineken account – free beer every day, all day.
7. What did you really want to be when you grew up?
The Ernest Hemingway of my generation.
8. What gets you fired up about the marketing/communications/advertising industry?
Superficial ad speak. The buzz words that get thrown around by everyone with no or little understanding of what they really mean. This includes some oldies like ‘USP’ and the current flavour of the month ‘engagement’.
9. What do you really enjoy about working at Spinach?
No bullshit and a real commitment to doing work that delivers results for our clients.
10. Which medium do you like working in most?
Would like to say something edgy and ‘of the moment’ here. But TV (or moving pictures) still does it for me. No other medium engages the emotions as well.
11. What inspires you?
People who have a real, selfless calling to help others. I’m on the board of a small community organisation and the willingness of their volunteers to give of themselves and their time always amazes me.