Who are you and what do you do?
First off, happy holidays.
My name is Simon Ryhede and I am the digital director at We Love People, a Copenhagen based advertising and communications agency.
At We Love People, we have a saying that we firmly believe in: “doing well by doing good.” We also call it “contributing consumption,” meaning that when you as a consumer buys a product you can contribute to a good cause.
As digital director, I get to help our clients conceive and execute cool and entertaining content and stories in the digital universe. It means constantly keeping informed about new trends, technologies and interaction possibilities.
How do you bring ideas to life?
I’m getting a lot of inspiration by following some very talented creative people on Twitter. I find ideas come very easily when working together with my colleagues and clients.
Our clients are super motivated and highly engaged with us, so working together with them in joint brainstorms and concept development is always rewarding. I know it sound corny, but we do work very closely together with our clients.
What is the one book that you recommend our community should read and why?
I’d recommend 2 books and they are both a bit old, but I still find myself returning to them for the techniques and mechanism of human behavior. They are [amazon_link id="014311526X" target="_blank" container="" container_class="" ]Nudge[/amazon_link] by Richard Thaler and [amazon_link id="0316346624" target="_blank" container="" container_class="" ]Tipping Point[/amazon_link] by Malcolm Gladwell.
What is one piece of advice that you’d like to give?
I recently read an article on adage.com called The Future of Digital Advertising: Math + Magic by Adam Cahill. It’s about the changing digital media landscape and how users are even more elusive than ever. So knowing where to reach them on their premises is key. That’s the math part: behavior and targeting. The magic is to keep pushing boundaries and thinking about combining platforms and disciplines to make new and innovative creative projects.
So the advice would be to read the article, see how your company is dealing with the changing landscape and ask yourself what you’re doing about it.
What is one idea that you’re going to bring to life in 2012?
It’s not so much an idea but more a way of thinking and it relates to the answer I gave above. Look at your company and ask yourself what you’re doing to get it in shape to cope with the new consumer and the new economic order; living within our means while taking care to the less fortunate. That’s what I’ll be doing in 2012.