Insightful Interview With Creative Industry Experts

A very insightful and entertaining Q+ A about Ballroom dancing

, being a Gleek and why crap TV is a great source of inspiration.

What motivates you?

Everything from crap TV to creative review will prompt a thought or an idea. And whether you use it today or in ten years time, you store it away. Everybody who works here has what we call a brainstorm book and part of their job is to look at things that make them smile or think and we use to craft our own ideas. To look at how we can make an impact in media.

What inspires you?

It could be anything from something Ive read in Harvard Review to something my mum has said. I dont think anybody has a monopoly on a good idea. I think we need to get out of sitting around a room and just chatting about what we need to do, we need to think differently. I think lateral thinking is the only way to come up with ideas. I also hope were moving away from PR in ad campaigns that has to fit so closely with the ad creative. I think part of our job in PR is to take the essence of the creative and seeing how that can be articulated to everyone from children to grannies.

What would you be doing if you werent doing this?

Obviously, Id like to be a ballroom dancer having done that as a child. But I think writing, probably. I just love to write. I did do a stand up comedy course but it didnt go done too well. I enjoy writing and the entertainment area so probably something in the entertainment field.

How do you keep up with developments in your field?

You look. You read. You research. But also, I think if you make set times to do that, youre missing a trick because the world is changing. If you go out for a walk, how many of us look up? Not many of us do. But if you go into London on the weekend when its quiet and you look up, theres so much more to see.

Whats impressed you recently?

I love the work T-Mobile do in making their consumer or prospects part of the marketing campaign - whether its the flash mob in Liverpool Street or the big sing-a-thon in Trafalgar Square. I think now weve moved on to the age of reference, not the age of deference. Seeing people like us doing something inspires us to do it as well.

What are your PR peeves?

Not having a story. Not being able to see the link in PR back to a product. If I see a survey where theres a brand check and I cant understand why that brand has done that survey, if I was the client I dont think Id be too happy because its saying nothing about my brand.

Whats getting the most play on your iPod right now?

Everything. Im quite eclectic. This morning I walked to work with Morecambe and Wise, Bring Me Sunshine followed by a bit of Glee. Im a bit of a Gleek. I love it on the bus when you can hear whats on peoples iPods and its so surprising. Youll hear accountants listening to Lady Gaga, but then theres me listening to Morecambe and Wise so its a real eclectic mix.

by: Ronnie George

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