Three Questions for... David Mardon
Three Questions For... David Mardon, Executive Creative Director at Traffik, Clemenger Group
1. What are you most excited about that’s happening in the industry today?
The sheer pace and scale of technology that’s opening up loads of new possibilities and ultimately, new ideas. It’s allowing us to revisit and reframe business problems for our clients in ways that weren't possible as little as a month, or even a week, before.
2. And if you could change one thing about the industry, what would it be?
The overall speed of change industrywide, which I believe has been way too slow. We need to be more agile. Proactive, not reactive. The industry’s biggest threats are from competitors we wouldn’t have considered a few years back. Tech companies like Google, or software developers like Adobe, etc. who’ve proved themselves to be everything the ad industry was once most famed for – creativity, innovation, agility, – 'cool', even.
3. What is your favourite ad of all time and why?
I’m not a traditional ad guy. My favourite work happens in the real-world, and generally uses tech in smart ways, so my ‘all time favourites’ tend to change from week to week. Right now, it’s 'Adidas Green Light Run' - because the insight goes to the heart of the brand – it’s a global truth allowing the idea to be scaled, making it exponentially more powerful. Also, the solution's a genuine utility that enables fans do what they love more easily, giving them reasons to love the brand as a result. Plus, it solves the problem in an effortless way, offering fans a simple, intuitive user experience – whilst it in fact probably required the complex application of technology to make possible. For me, it’s this kind of real-world answer to everyday problems that consumers will expect more of from brands. And rightly so. I’m stoked to be in a position where I can help make them happen.