60-second interview: Loud's Gerry Cyron

By AdNews | 23 July 2015

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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