Speaking at a panel at Picturehouse Cinemas in central London today, the co-founder and chief executive of The & Partnership said agencies need to have a blend of original founders and talent if they want to succeed abroad.
In the US, Hornby said, "being British is no advantage. In the old days some agencies thought they needed the UK to do US ads for them.
"But no one cares about that there. UK case studies are of no consequence or interest."
Campaign caught up with Hornby following the event to talk about creativity, the challenges of setting up shop abroad, and his wider take on this year’s Advertising Week Europe.