On My Radar: Brian Burke

Smashing Ideas is a Seattle-based agency with Brian Burke as its CEO. With over 20 years under his belt, he is skilled at overseeing the daily running of the agency and injects a certain je-ne-sais-quoi to the role.

Its his instinctual interests that have kept him relevant to adland - his love of tech pieces (so long as they have a practical and aesthetical purpose), his committment to music and his general interest in all things creative.

Below, Burke talks to shots about finding inspiration in obscure places and the new changes brought about by digital media.

What’s the best ad campaign you’ve seen recently?

For me, it’s more of a continuous ad campaign over the past three years, from Dollar Shave Club. They had the moxy to take on an established industry and offer a new, disruptive model that represented more of a lifestyle play.

I think injecting humor into advertising is critical to make connections with this specific demographic - and they have done it well. Having that theme run throughout its newest campaign, while you continuously inject the company’s core value proposition, is smart.

Dollar Shave Club has made me laugh every time even though they have toned down the content for broadcast TV: Free Gift, Tranq Dart, Security, and all the way back to their original viral YouTube videos that were produced for nearly nothing - it’s been a great run for them.

What website(s) do you use most regularly and why?

I visit Engadget.com and HBR.org most frequently. In our industry, it's not only critical to understand how the speed of technology and product adoption is affecting consumer trends, but also to gain perspective on the cultural and business impacts on a macro level. These two provide solid coverage. 

What’s the most recent piece of tech that you’ve bought and why?

I bought a hybrid tech piece recently - the Withings Activité watch/activity tracker (above). I have an Apple Watch for work and I had the Nike FuelBand, but I love vintage watches and this combines true craftsmanship with tech. The Activité satisfies my desire to wear a real, well-made timepiece on my wrist (and it's beautiful I might add), with many of the capabilities of a fitness tracker. I wear it daily. 

Facebook, Instagram or Twitter?

All. 

What’s your favourite app on your phone and why?

I actually don’t have a favourite. There are at least 10+ that are critical to my daily life and some are merely extensions to other products and services: Sonos, Spotify, LinkedIn, Nest, Dropbox, Withings, Weathercaster, UBER, BBC News, and the list goes on.

But the one that does intrigue me on a regular basis is Elevate (above). I think it is one of the best brain-training products on the market. I can interact with it for a minute or 20 if I so choose. It actually challenges me to break out of my usual thought routine to get back to basics. It’s also humbling too.

What’s your favourite TV show and why?

I don’t watch much linear TV at all, but believe it or not, I love Later….with Jools Holland. I’m a huge music fan and I love the format. It still brings the biggest stars with the up-and-comers, all together in the same studio at the same time. No egos, no pretension, just music and mutual appreciation for the art. Artic Monkeys and Paul McCartney on the same stage? Sure. Grimes playing with the Chieftains and Jack White? Of course. 

What film do you think everyone should have seen?

iL Postino, with Hal Hartley’s Simple Men coming a close second. 

Where were you when inspiration last struck?

Inspiration always strikes me when I’m outdoors. Whether while riding my bicycle, running, skiing or hiking, I think clearly with fresh air and ambient noise of either the city or nature.

But to be honest, I think the last event was when I was at my friend’s brewery STOUP, sipping a Session Ale, listening to a very eclectic playlist of 70’s punk (NYC), No Depression Americana (DBT) and German rap (Cro), while writing ideas for new lines of business. I did ride my bike there though!

What’s the most significant change you’ve witnessed in the industry since you started working in it?

Systemic apathy and distraction on the part of consumers. I speak about the lack of engagement and fickle loyalty to brands across the board. Sure, this is nothing new and is why this industry exists to attract and engage audiences, but the need to provide continued relevance via constantly changing channels is mind-blowing, but can be an exciting challenge for agencies.

We live in a disposable digital culture where multi-tasked, instant gratification is personal and self-determined. Influencers come and go at the fastest rate and business models are shaken by the quarter. Connecting with an audience requires the most creative, well-thought-out, omni-channel, holistic UX that provides adaptable longevity. 

If there was one thing you could change about the advertising industry, what would it be?

From research to realization, we focus on the digital side of consumerism at Smashing. Therefore, while I am not an expert in advertising, I am impressed with the industry’s persistence to find creative solutions to a continuously changing marketing landscape. However, we have a very complex consumer populace these days and I think the industry needs to come to grips with the fact that creativity must be matched with behavioural psychology and a deeper connection to what motivates people to engage.

I am a creative at heart and the visceral attraction to imagery, design, sound, and creative genius is what will always lure me to strong campaigns…but the ones that capture my attention are few and far between now.

Blending art with science and methodical experimentation is the new formula that may sustain the industry in the absence of focused generations. Perhaps this is taking place more and more behind the scenes and I applaud those that are already heading down this path. 

What or who has most influenced your career and why?

Everyone along the way that believed that we could do better as an industry and a society. All of my colleagues that challenged the norm and took risks. 

Tell us one thing about yourself that most people won’t know…

There are many things and quite a few of them I don’t even know about myself either! But if I had to venture a guess, people might not know that I’ve always been involved in a punk rock band of some sort since I was a young teenager. Drummer, guitarist, lead singer – I still play and perform to this day, though it's a little rougher around the edges.