Nick Bailey

Nick Bailey

Chief creative officer


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

Being part of the first Glass Lions jury at Cannes. It's a long overdue initiative and an inspiring thing to be part of. The most surprising and brilliant thing was the tangible change of energy in the theatre – from jaded to joyous – when the awards were handed out. I can't wait to see how it evolves.

And what's been your biggest disappointment?

That I didn't buy tickets for Cumberbatch's Hamlet when I had the chance.

When was the last time you surprised yourself?

This morning, when I managed to get through a session at the gym without having a little cry.

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

I'd ban the angst and introspection. As an industry, we spend way too much time thinking about ourselves and far too little time focusing on the world beyond. Now is the most dynamic, unpredictable time to be in this business. Sure, that's destabilising, but at least you know you're alive. There are far too many Chicken Lickens running around telling everyone the sky is falling.

How do you get your creative juices flowing?

By getting the hell out of the agency and spending time with real people with real lives, and experiencing stuff. Good creative output needs input and that only comes from living life and having diverse, interesting, mundane, extraordinary experiences. This is why I love working with young creatives – their ratio of real-life experience to agency time is in the right balance. The more life you live, the more you have to exploit creatively.

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

It's never smart to go public with your fantasies. They know who they are.

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

The power continually to amaze and astonish my mother with my incredible omniscience.

What's the last Google search you did?

Chicken Licken. My memory is less trustworthy than it used to be.

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

See answer to the fantasy playmates question above.

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

Embarrassingly predictably, I wanted to be a writer or an artist. I guess I hedged.

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

EF Benson's Lucia novels. All human life is there.

I'm still here because…

I couldn't possibly do a proper job.

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