Iain Tait, Executive Creative Director, Google Creative Lab, New York | @iaintait
Iain can’t believe he ever worked in advertising. He jokes that anyone who feels like they’re stuck in it should just leave. He worries that people in advertising find their inspiration only from other ads. He wants people to look outside the industry, to investigate the how and why, to collaborate. He says agency culture is not conducive to collaboration. The industry is full of confusion: people want to do good work, they want to make things that are useful. But they don’t know how. They make things that smell like innovation, but they’re always missing the all-important big idea. The secret? Bring together a great story and great technology.