UK cycling can inspire adland, Bonner says

Daniel Bonner, the global chief creative officer at Razorfish, believes agencies can learn from the success of British cycling.

Speaking to Marc Nohr as part of Campaign’s Talking Inspiration series, Bonner credits the cycling coach Sir David Brailsford’s focus on "marginal gains" with turning the sport around in this country. Cyclists including Sir Bradley Wiggins, Victoria Pendleton and Sir Chris Hoy have enjoyed high-profile successes in recent years.

Bonner said: "Seeing where you can have performance improvements along every touchpoint, there’s an opportunity to look at the little details along the way and create magic to lift the entire performance of the whole brand."

Past interview in the Talking Inspiration series, including Rory Sutherland, Maurice Levy and Peter Bazalgette, are available on the Talking Inspiration page.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More