Mathew Hook

Mathew Hook

Managing director

Carat

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

Our Discover Media event at Ad Week – using the industry's most high-profile event to help inspire a class of kids from the school nearest to our office… and seeing the event up on the Piccadilly sign.

And what's been your biggest disappointment?

Not many – it has been a good year.

When was the last time you surprised yourself?

Undisclosed.

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

The future of our industry is incredibly exciting and promising. There is too much cynicism and too many people dragging their feet rather than building the future.

How do you get your creative juices flowing?

To solve a problem creatively, you often need to get as far away from it as possible. Playing music, climbing hills or playing with the kids works best for me.

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

I would like to reassemble the Vizeum team circa 2005. Fortunately, I still work with quite a few of them, so it happens fairly often.

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

There is nothing more satisfying and addictive than watching a legendary cricket match on the internet (apart maybe from the heyday of watching it on Teletext).

What's the last Google search you did?

Spoiler searches around Game Of Thrones.

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

Undisclosed.

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

I wanted to be an author and a teacher. There's still a chance.

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

The complete works of Bob Dylan and Neil Young.

I'm still here because…

My wife Jo has kept me sane, happy and more interested than ever!

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