Tom Knox

Tom Knox

Chairman

DLKW Lowe

Contact me
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  • tomknox
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  • 60 Sloane Avenue, London, SW3 3XB, United Kingdom
My Character:
  • Entrepreneur
  • Intellectual
What have you been proudest of this year?

Launching the IPA's "here for good" agenda and seeing that the industry is full of people who believe that advertising can be a force for good and want to make a positive difference to the world.

And what's been your biggest disappointment?

Where do I start? Defeat on the tennis court at the hands of Paul Bainsfair, Spur's start (and end) to the season, failure to lose weight/grow hair… the list is endless.

When was the last time you surprised yourself?

I was surprised at how moved I was by A Little Life. it's not often that the written word can reduce me to tears.

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

I would fundamentally change the way advertising is researched to properly incorporate what has been established by Daniel Kahneman (among others) about how people make decisions, because it would massively improve the quality and effectiveness of what we all do.

How do you get your creative juices flowing?

By reading as much as possible and trying to make the most of living in London, which is a privilege because we have such great theatres, museums, restaurants and culture in general. I am also a big believer in the power of lunch.

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

I would like to have an excellent dinner at a very good restaurant with the following people: Helen Calcraft, Leon Jaume, Paul Lawson, Kate Stanners, Dan Shute, Owen Lee, Gary Robinson, Annette King and Tash Whitmey. I think ten is a good number and they are all people I have either worked with in the past and don't see as often as I'd like or people I've not really worked with whom I wish I had. I may be wrong but I'm pretty sure they all like a drink…

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

Google Maps, because I have a hopeless sense of direction.

What's the last Google search you did?

How you spell Daniel Kahneman.

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

Fix me a gin and tonic that was ready as I walked in the door.

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

A Womble – tragic but (briefly) true.

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 Shakespeare, because he has said pretty much everything you need to know about what it is to be human.

I'm still here because…

I haven't been found out yet.

The lowdown:

His agency has had an eventful year – from Lowe’s merger with Mullen to the farrago over Morrisons’ spring ad campaign (when the troubled retailer finally called a pitch for it’s £70 million account in the autumn, DLKW Lowe had had enough and decided not to repitch, ending a nine-year relationship). But Tom Knox’s year has been defined by his ascendancy to the IPA presidency. He has built his IPA agenda around the twin themes of diversity and proving the case that advertising is “here for good”. Knox’s statesmanship and thoughtfulness suggest he’s likely to achieve some real results for the good of the industry.

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