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.


Subscribe to Campaign from just £57 per quarter

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


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

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published