A copywriter who cut his teeth at two of the UK’s agency ‘universities’, Ogilvy and BMP, Patrick Collister says the core of his most recent role – which he left last month – was to “bring ad thinking to Google” and work closer with agencies.
Among his many roles in advertising before joining Google in 2013, he was creative director at Ogilvy and Mather and, in his own words, “executive bloody idiot” at EHS Brann.
He has also run his own creative consultancy, and a magazine focused on unearthing examples of innovation in direct marketing from around the world.
Mediatel caught up with Collister during the Future of Brands conference to find out why brands should become media owners; what he loves – and hates – about modern marketing; and what special ingredients should be included in a winning ad strategy.
The Future of Brands was held on February 8 2018. For details on other Mediatel events, click here.
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