On My Radar: Guy Bradbury

What’s the best ad campaign you’ve seen recently?

I loved the Under Armour I Will What I Want campaign from the US. It was an incredibly empowering campaign that showed fierce, female athletes using their strength and determination to tune out society’s standards.

What website(s) do you use most regularly and why?

Fewer and fewer these days. BBC and Buzzfeed for news. Google and YouTube for research. Twitter, Facebook and LinkedIn for keeping in touch with the outside world, and Instagram for capturing it all.

What’s the most recent piece of tech that you’ve bought and why?

I recently bought a small drone with a pretty powerful camera; I’m fascinated with what this will do to the commercial film industry. Next on the agency technology list is a VR headset. This technology has a real opportunity to put the audience into the centre of campaigns, creating the opportunity for both excitement and empathy like we have never seen before.

Facebook, Instagram or Twitter?

If I could only choose one, probably Instagram. It’s how my kids communicate these days. Facebook is slowly on its way out – Instagram is where we are seeing stories told through images and film clips. Its rising popularity and sheer simplicity means advertisers are now racing towards the platform.

What’s your favourite app on your phone and why?

Etoro. They are the world’s largest social trading network and the app allows people to buy or sell stock in their favourite brands, like Netflix. I love seeing the impact that new global campaigns have on brands’ stock. What’s more, you can also see what 400,000 other people are buying or selling... and copy them.

What’s your favourite TV show and why?

House of Cards. Superbly produced by David Fincher. With superb acting from Kevin Spacey.

What film do you think everyone should have seen?

Long Walk to Freedom.

Where were you when inspiration last struck?

I’m inspired in every review with my creative teams. They never disappoint.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

I think the internet has had a profound effect on our industry in the last 15 years. But I think this will soon be eclipsed by what mobile is allowing people to do.

If there was one thing you could change about the advertising industry, what would it be?

I would remove ego. I think ego stops collaboration. It stops creative collisions from happening. I’m a firm believer in bringing different people together for our clients - from advertising, technology, direct and experience design - to create the best ideas. And to do this, everyone needs to leave their ego at the door.

What or who has most influenced your career and why?

Early in my career, I was lucky enough to have four years working for Dave Droga at Saatchi and Saatchi, helping to win Agency and Network of the Year. I got to see how he brings out the best in creative talent and how he creates energy around a brand – that’s something that has stuck with me and its something I try to bring it to the creative culture at Atomic London.

Tell us one thing about yourself that most people won’t know…

I’m not a big fan of the colour orange.