Three Questions For... Peter Engelbrecht

Three Questions For... Peter Engelbrecht, Creative Director, Cheil Worldwide.

1.  What are you most excited about that’s happening in the industry today?

Work that engages me emotionally and ideas that solve real problems, will always excite me most. The tech fits within that.

2. And if you could change one thing about the industry, what would it be?

So many good ideas are wasted, so much time, so much thinking, because clients don't have the sense to buy them, especially in Asia - this can be frustrating. I would also like to see far fewer award shows, just the best ones, the ones that count, less 'back patting'.

3. What is your favourite ad of all time and why?

An old print ad that shows God giving a man the middle finger while the man smokes a Hamlet Cigar with the line 'Happiness is a cigar called Hamlet' - Why? It just says so much about everything, especially the person who wrote it.