Loud head of planning and innovation Gerry Cyron spent 60 seconds with AdNews, talking about the industry, pushing boundaries and why he loves The Wire.
My favourite restaurant for a business lunch is:
Wherever you want to take me.
My favourite ad is:
Wow. An ad? Not an idea? No wonder that our industry often gets pigeonholed to be makers of ads, not makers of ideas, and consequently only gets a seat and a say when it comes to discussing messages and communications.
My must-have gadget is:
My phone. The sheer thought of having lost it makes me instinctively do a Haka-like checking of pockets, starting with my denims and then hastily and forcefully moving to shirt pockets and jacket.
My favourite media is:
Netflix. Finally, a content provider that allows you to binge on new series. None of this ‘come back next week’ crap.
My favourite TV show is:
So, so many... I think The Wire. Authentic storytelling that marked a change in TV film production. No longer were we bombarded with one-dimensional good guys. And one-dimensional baddies. The heroes were flawed and imperfect.
The last book I read was:
Yellow Pages. Strong cast but pretty lame story.
My mantra/philsophy is:
Don’t live by a mantra or philosophy.
I got into advertising because:
I read Vance Packard’s The Hidden Persuaders when I finished my national service and had no idea what was next. I was instantly taken by understanding how people tick, what drives them, their motivations, fears and desires. Oh, and then using that understanding for commercial gain. Don’t judge me.
If I wasn’t doing this for a living, I’d be:
Smashing guitars on stage in front of a very small audience.
In five years’ time, I’ll be:
Far less jaded and bitter than the rest on Campaign Brief.
Tell us a joke:
I am the world’s funniest German.
Define your job in one word:
Pushing boundaries – two words.
What’s your poison?
We only have 60 seconds.
What animal are you most like?
Animal from The Muppets. Without the hair. And drums. Less red, too.
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