Joe Braithwaite

Joe Braithwaite

Managing director

Proximity London

Contact me
  • 07803 853052
  • n/s
  • Bankside 3, 90 Southwark Street, London, SE1 0SW, United Kingdom
My Character:
  • Good egg
Work email

braithwaite.j@proximitylondon.com

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

Blunt advertising. The teens have been a decade that's seen the rise of a true customer-first approach to marketing across insight, product design, UX/UI, customer experience mapping. This leaves little room for the traditional, blunt, product-first approach to both the content and media.

What’s your biggest hope for the decade ahead?

Collaboration on every level – globally, politically, socially and, hopefully, even in marketing. I'm a fierce believer in the power of working together, but we seem to live in times that exaggerate our differences more than celebrate our similarities. Let's work together, people!

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

Pitch for and win the Lego customer experience business. I'll be waiting for your call, Marius Lang.

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

Having recently hosted Victoria Fox, the new chief executive of AAR, it would have to be her. She's in the privileged position of touring the great and the good of agency land to understand what makes us all tick. Not many people will ever get this fascinating, holistic, industry-wide view.

Who is your best friend in the industry and why?

Applying the friendship lens of "who came to my wedding" we quickly get to Anton Reyniers, my planning parter at BBDO Singapore, who is now the head of partner marketing at Netflix Asia. We worked together across Diageo and Visa and have shared more than a few late nights over work and beers.

What do you think the Friday feeling is?

I genuinely love both my working week and my weekends so Friday is the best of both worlds. You're close enough to the weekend to be excited about its potential, while sharing that positive energy with colleagues as you work together on projects that motivate you – it's a win-win.

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

Love Island, primarily to save me from myself. Every year I swear I won't waste 50-plus hours of my life on such mindless rubbish. Then, by week two, I'm humming along to the theme tune, just like the rest of the UK.

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

The never-ending scroll. Regardless of product or platform, this particular piece of UX/UI design is responsible for more wasted time, procrastination and neglected relationships than Myspace, Bored Panda and The Daily Mash combined.

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

Biting off more than we can chew from a new-business point of view. We were invited to participate in four tenders simultaneously and ended up stretching ourselves too thinly. Strategy is sacrifice, as they say, and we should have chosen our battles more deliberately.

What do you do to stay match fit?

Rugby has been my life-long passion but increasing age and decreasing cartilage, compounded by two kids, has brought me close to retirement. I'm thinking that taking up boxing might be my next sporting challenge, if KSI can do it how hard can it be?

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

Friends in Low Places by Garth Brooks. If you met a few of my home, school and university mates, it would become immediately apparent why this is so suitable.

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