Creative Partner at Dark Horses
Best pitch presenter you’ve ever seen
David Droga was pretty good. As too was Dylan Williams at Droga5 London. Storytellers like them don’t sell. They take you on a journey that makes buying into a brave idea the simple thing to do.
Best sports marketing campaign (that wasn’t yours)
‘Rainbow Laces’ by Lucky Generals. Like all great ideas that led to societal change, it started with outrage (by the football authorities), that began a discussion, leading ultimately to acceptance and backing by a wider audience.
Best agency (that isn’t yours)
Wieden + Kennedy, Droga5, Lucky Generals, in no particular order.
Best young industry talent
Tom Day, director at iNSIDER productions, is a precocious talent I’d thoroughly recommend working with if you have the chance.
Best sporting event attended
New Zealand v England, Rugby Union World Cup Semi-final, Japan, 2019.
Best sporting event on TV
AC Milan v Liverpool, UEFA Champions League Final, 2005.
Best brand ambassador
Gary Lineker and Walkers Crisps. At least it was in the beginning. More recently though, it has to be Rhodri Giggs and Paddy Power.
Best industry event or conference
Sport Industry Awards
Best film containing a scene depicting the sports business
Best book recommendation
‘Moonwalking with Einstein’. But I’ve forgotten the author. Which, if you know the book, is deeply ironic and definitely means I need to read it again.
Best bar or pub
Any with Guinness on tap.
Frantzen in Stockholm. Closely followed by Per Se in New York.
Best holiday resort
Alila Ubud, Bali.
Best box set
ESPN’s 30 for 30.
Best influence on your career
Best dinner companions (min 4, max 6)
Mike Tyson, Diego Maradona, Johnny Wilkinson, Serena Williams, Professor Brian Cox and Paul Merton.
Best job in the sports biz
Formula 1 driver.
Best professional regret
No regrets. Every decision has either led to a great success or a lesson learned.
Best skill you most covet
Abstention from anything indulgent.
Best trait you admire in others
Being able to work productively on a hangover.
Best overrated virtue
Staying calm. Sometimes you need some panic to put a rocket up peoples’ arses.
Start my own triathlon apparel company.