Anthony Edwards

Anthony Edwards

Director of strategy

Havas Worldwide London

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My Character:
  • Intellectual
What have you been proudest of this year?

The final of our "win the right way" campaign for Chivas in San Francisco. To have recruited social enterprises, to have given them global exposure through advertising, and seen them rewarded for their efforts with funding from the brand was a really proud moment. Ours can be a cynical business. For a client to use its advertising budget as a way of promoting some great young entrepreneurs, who are trying to do something meaningful, is both brave and inspiring.

And what's been your biggest disappointment?

White chia seeds. A form of punishment for the pretentious.

When was the last time you surprised yourself?

I knocked my iPhone off my desk but caught it before it hit the ground – catlike reflexes, feeling very much like a boss. Not so much when I tripped on my way up the stairs and dislocated my shoulder.

If you could change one thing about the industry at the moment, what would it be (and why)?

The word "ecosystem".

How do you get your creative juices flowing?

Always been a big fan of the American sitcom-writing tradition – six people in a room doing gags. It never fails to turn something up.

You're planning a fun night out. Who from the industry would be your (fantasy) playmates (and why)?

Paul Lawson. Paul Lawson. Chivas Regal. And Paul Lawson.

The internet has been banned. What do you miss most (and why)?

Fact-checking with Google. How else do you win an argument?

What's the last Google search you did?

What is a quagga? It’s a funky zebra-horse hybrid, very different from a quokka, which is an adorable Antipodean rodent.

The robots are coming. What would you get yours to do for you?

Use an arm-mounted, centrifugal force generator to separate the acai berries from the goji berries in my super-fruit breakfast smoothie. Acai is obviously an evening berry.

When you were a kid, what did you want to be when you grew up?

Trevor Brooking.

All the world's culture (art, music, literature etc) is about to be destroyed. What one thing would you save (and why)?

Tina Fey, so that she can continue to write shows with 20 jokes a minute.

I'm still here because…

Careers as tempestuous, opium-fuelled hell-raisers have fortunately passed out of fashion since Lord Byron went belly-up.

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