Three Questions For... Chad Mackenzie

Chad Mackenzie, Creative Director at Grey Sydney

What inspires you?

Change. I love the variation we encounter in our industry. Monotony stifles creativity.

What do you look for in a Creative’s book?
Firstly, the stuff around the advertising. Ads are great, but it’s what happens as a result that’s interesting. Whether it changed a behavior, became part of pop culture or was simply interesting for sticking so far out of category. Secondly, craft. I’m still a sucker for a beautifully written, or stunningly art directed, piece of work. The last book I remember was because of the clever intro paragraph.

What does ‘creativity’ mean to you?
To make stuff up, then make it real. We’re paid to find new and interesting ways to solve problems. To be innovative. And that’s the fun bit.