On My Radar: Wayne Best

What’s the most creative advertising idea you’ve seen recently? 

You didn’t say best, you said most creative. While the execution was straightforward and, well, good enough, the idea to get Gwyneth Paltrow to talk about Astronomer at the height of the media shitstorm that was happening with its CEO and the Coldplay concert cam, was genius. 

What website(s) do you use most regularly? 

WPP Open. Our AI engine. I typed in, “What is the most important website?” And it told me “This one. Only use this one, Wayne.” And it knows everything, right? 

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

An electric car. (Since they haven’t signed the endorsement contract I sent them last week, I will leave the brand off.)  It is basically a computer on wheels. I love the way it opens and turns it’s lights on as you get close, triggered by the phone in my pocket. And the way it chirps like a bird as I walk away, signalling it’s locked. 

What product could you not live without?

My iPhone. Boring, but true. Take it away and I may hurt you.

What’s the best film you’ve seen over the last year? 

Probably Sinners. Well directed, acted and shot. It has a nicely layered story, seamless effects and a soul. It trades off history and mythology, and builds something new on top of it. 

What film do you think everyone should have seen? 

Anything by Kubrick. Love it, hate it, there is no question that every one of his films has been thought about in insane detail, from frame to frame. He researched for years, invented cameras to get what he wanted on film, and never stopped improving his films in post production. 

What’s your preferred social media platform? 

Friendster? Ok, I’m not that old school. Probably Instagram. Or does that make me old now too? 

What’s your favourite TV show? 

It’s like picking your favourite kid. Hmm. Succession. No… Severence. Wait, season two, episode six of The Bear. Or Breaking Bad. Ugh. One of those. Wait, The Sopranos? The Wire? Slow Horses? Errrrrrrrr...

What’s your favourite podcast? 

The Bowery Boys. I love New York and I love history. They dig deep and can spend an hour talking about a street corner, and make it fascinating. I especially enjoyed Episode 452, about how New York got its name. 

What have you been most inspired by recently? 

Deadlines. Nothing inspires me more. Without them I would never finish a thing. 

If you could only listen to one music artist from now on, who would it be? 

It would need to be somebody good, but with a range of work to keep it fun. With meaningful lyrics. So… David Bowie.

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

That is a loaded question with a lot of dangerous answers, but since I tend to be a honey badger, I will answer it. RELAX. It’s harder than it seems. There is so much second guessing and over-thinking, it cripples the work. Yes, we need to be careful not to step on a third rail but, that said, the amount of overthink and testing today has made everything bland. And bland is the most dangerous thing because it means you’re spending millions to be ignored. 

Who or what has most influenced your career? 

Cliff Freeman. I’ve been lucky to work for many legends in advertising, but I find I quote him the most. Cliff had a way of looking at the world in a very direct and honest way, but twisting things in unexpected directions. He would find a simple industry thing, like the pizza 'cheese pull', and turn it into a ridiculous commercial. His ability to really understand people, and take those insights to absurd places made everything he did memorable.