Fergus Hay

Fergus Hay

Chief executive

Leagas Delaney

Contact me
  • 07920 199060
  • fergushay
  • 1 Alfred Place, London, WC1E 7EB, United Kingdom
Work email

fergus.hay@leagasdelaney.com

Bye-bye the decade with no name. What are you relieved to draw a line under?

The neverending political/social/economic apocalypse that has drowned us in treacle, bamboozled even the most interested, fired up the most ill informed and given everyone a credible reason to ostracise those cousins they never liked anyway. Thank god it was all sorted on 12 December…

What’s your biggest hope for the decade ahead?

Society comes full circle and realises that digital media is endlessly manipulatable, that regulators don't have the vision, resources or speed to compete with Big Tech and that people revert to accredited media sources for balanced reporting. We need to start thinking again.

And what’s top of your professional to-do list for the 2020s?

Be a professional clown: working insane hours, devising breakthrough creative ideas, painting a smiley face no matter the circumstance, performing on demand and maniacally in the desperate hope of being selected as the "best". Natural progression from working in a creative agency.

You have to job swap with someone in our industry for one month. Who would it be with and why?

Maurice Levy, chief marketing officer at WeWork. I've always wanted to know what the epicentre of an irreversible apocalypse looks like, what the sensation of desolation feels like, what reckless abandonment sounds like.

Who is your best friend in the industry and why?

Isaac, our office security guard. He doesn't care what we do, he brings a petaflop of perspective. And it's a real leveller when, after 10 years of welcoming guests to the building, he asks you what it's like to work in a law firm.

What do you think the Friday feeling is?

Whatever Isaac feels every day by the fact he spends all day watching English and Nigerian football at full volume on his Chinese polyphonic handset.

Who or what would you put into room 101 and why?

I would like to put Google's and Facebook's micro-targeted programmatic media algorithm in there and ensure that the room is covered wall to wall, ceiling to ceiling with mirrors and is a reverberating echo chamber. Then I'd have a "privacy settings" lever three inches out of reach.

If you could uninvent one piece of technology, what would you choose and why?

That distopian quantum nuclear immolation that put Johnson, Farage and Corbyn on the same planet at the same time, in positions of authority, at critical moments of our children's future. That and whichever sadistic psychotic genius invented it.

In the spirit of embracing failure… What has been your biggest screw-up?

When I sent a box of 100 vibrating condom rings to my mother to celebrate making my first ever ad for Mates/Mannix Condoms. Badly timed because she was still furious at me for leaving my investment banking role.

What do you do to stay match fit?

Every morning I futilely persuade my three children under five to do anything. Rafa to put his pants back on, Gisela to stop putting jam on her brother's forehead, Luche to stop singing Old Macdonald on repeat. Achieving any of these sets me up for the day of persuasion ahead.

What would be your darts walk-on music and why?

Eurythmics' 1984. Never has fiction so acurately predicted the future as when Orwell warns in 1984: "If you want a picture of the future, imagine a boot stamping on a human face – forever." But he also gives us hope: "If you loved someone, you loved him, and when you had nothing else to give, you still gave him love."

Other people you may be interested in:

Tim Delaney

Tim Delaney

Chairman and creative director

Leagas Delaney

Links
Margaret Johnson

Margaret Johnson

Group chief executive

Leagas Delaney

Links
David Abraham

David Abraham

Chief executive

Wonderhood Studios

Links