One minute with: Guy Bradbury, executive creative director @ Atomic London

This week’s unmasked marketer is Guy Bradbury, executive creative director at Atomic London, who is inspired most by his children, always keeps a pad of paper close by, and wishes the term ‘programmatic‘ would disappear.

 

Describe your role at Atomic.

I am the Executive Creative Director at Atomic London. Working alongside Atomic’s other founding partners we have built a creative agency that creates ideas that connect with people emotionally, across every channel from TV through to mobile.

 

What do you want to be remembered for?

I want to be remembered for building a creative culture that delivers outstanding work for our clients; creating an agency that people would give their right arm to work for.

 

What’s your favourite quote?

“There are no shortcuts to any place worth going.”

 

What makes you wake up in the morning?

Either my alarm clock or an idea. I keep a pad of paper by my bed at all times just in case.

 

Who’s your biggest inspiration?

My biggest inspirations are my children. Their creativity at such a young age and what they are able to do on their phones at 10 and 11 years old blows my mind.

 

What do you predict for the future of digital marketing?

In the future, digital, data and film will all come together to create highly personalised brand experiences – on mobile, in digital out of home and on TV.

Brands will move from one or two campaigns a year to having an “always-on” strategy. In turn, agencies will need to move at lightning speed to help brands to connect with people in their own worlds.

 

What’s your least favourite ‘buzz word’?

‘Programmatic’. I think this word gives the real opportunity a bad reputation. It sounds devoid of creativity, when in fact programmatic creativity combined with film can create fantastic personalised experiences for people. This is something we are exploring with our new in-house division Atomic Live.

 

What has been your favourite digital campaign from this year so far?

There are so many. The stand out ones for me were Holograms for freedom (Spain), Volvo’s interception of the Super bowl, Coca Cola’s covert summer campaign (Australia), and the Optus Clever Buoy campaign (also Australia) that raised awareness for the brand by using their technology to detect sharks in real-time.

My favourites are basically ideas for brands that captured people’s imagination as well as having a higher purpose in their lives.