Three Questions for... Jim Ritchie

Three Questions For... Jim Ritchie, Creative Director at Bastion Collective

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

By and large, the industry is based on principles that were introduced over 60 years ago. The very fabric of what we do and how we do it is changing. The things we used to have lots of - time, money, people - have become scarce resource. Change brings opportunity to do things not just differently, but better.

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

We are terrible at monetising the value of our creativity and the intangible value that it brings to our clients' brands. I'd change that.

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

Blackcurrant Tango - Sebastian. Because: "You're an exchange student aren't you?". 20 years on and the ridiculous, nationalistic fervour still gets me.