On My Radar: Alex Matthews

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

Haribo (particularly the rugby one). I’m sure lots of people will groan at this choice, but it’s just good advertising - a clever idea, simple execution, funny, unpretentious.

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

Google apps for business. It's just so easy to run things using it - email, documents and conference calls on all devices. Love it. #nerd

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

I got a Sonos 3 for our new JCDecaux Dynamic office so we could all stream our playlists to it. Never tried it before, and it's amazing. Get one. Then get some additional ones.

Facebook, Instagram or Twitter?

Hmmm, tricky. I was a Twitter devotee, but that has just got a bit too congested now. I never really liked Facebook but peer pressure is dragging me into it more and more. Instagram is the most interesting and fun, love the simplicity.

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

I'm a recovering meteorologist, so I love Rain Alarm. Have to say that the new Trainline app is really well thought through and easy to use, though I don’t take the train very often. Oh, and all the Google apps stuff, of course.

What’s your favourite TV show and why?

I missed the first series, but recently saw the first couple of episodes of the second series of Happy Valley. Sad and funny at the same time, it’s proper TV drama that actually got me reaching for the remote to play the next episode back to back.

What film do you think everyone should have seen?

Every teenager should watch The Life of Brian, but that's basically part of the curriculum, so I'd have to pick Man Bites Dog - a very dark Belgian comedy that’s really shocking in what you find yourself laughing at.

Where were you when inspiration last struck?

Almost certainly in the shower.

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

It has to be the transition from desktop to mobile. The shift in culture and therefore advertising and media is huge, and we take it all for granted.

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

Awards. They're fun. Some are worthwhile and based on hard numbers, but they can bring out the worst in people and the industry: selfishness, hoarding, shallowness.