Three Questions for... James Griffiths

Three Questions For... James Griffiths, Creative Director at Universal Music Group

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

We work in one of the world's most exciting industries. One that has to constantly reinvent the ways in which we connect with our audience. The medium may be continually changing, and the goalposts alongside them but the one thing that will always remain constant is a good idea. Get that right, and the rest just flows.

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

You hear the term 'fluid' a lot. But it really works. Cut out the processes, the layers, the 'passing of the buck' from one department to another. Work together. Work collaboratively and always work towards the same goal. Oh, and a good idea really can come from anywhere, from anyone at anytime. And when it does, embrace it and let everyone own it and build it.

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

The best ads transcend the industry chatter and make it into genuine conversation in culture. One of my favourite examples of this recently has to be #OptOutside by REI. Convincing a client to close their stores on the nations biggest retail day?! Imagine being in the room when that one was sold. Genius.