Toby Horry

Toby Horry

Digital marketing director

Tesco

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What have you been proudest of this year?

Helping Ryanair grow at double digits and starting to work with Nike.

And what's been your biggest disappointment?

The wasted effort and energy that goes into unsuccessful pitches.

When was the last time you surprised yourself?

Coming out of the shower and forgetting about the new mirror we'd put up.

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

See above re biggest disappointment.

How do you get your creative juices flowing?

By doing something completely unrelated to marketing or advertising. Cooking, flying, tennis, basket weaving… It's only when make your conscious brain do something else that you can let your unconscious brain explore.

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

Gareth Goodall, John Owen, Tom Firth, James Miller, Sara Tate and John O'Driscoll. Smart, interesting, funny, nice people.

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

The ability to complete mundane tasks in seconds. Remember paying cheques in at the bank? Queuing to renew you car tax at the Post Office? Waiting for a product catalogue to be posted to you? We all too easily forget the difference the internet has made in improving everyday experiences.

What's the last Google search you did?

Langan's Brasserie.

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

See if he can lock down the stabiliser that's broken loose.

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

A pilot.

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

The Beach Boys' Pet Sounds (I guess saying Spotify is cheating?)

I'm still here because…

MI5 hasn't tapped me on the shoulder yet.