10 Questions on Advertising… with AA staff advertising director Will Harrison

But we additionally requested Will Harrison, staff advertising director of The AA, to show how businesses will have to promote themselves, how they reduce to rubble, and the secrets and techniques to creating paintings that works. And he’s rather well positioned to respond to.

Having shifted from company existence to a client-side position at Carphone Warehouse (the place he rose to move of promoting, touring internationally for a Keith Lemon-fronted marketing campaign), Will then spent a yr at Three, main its LadBible partnership and cross-channel process.

He moved to The AA as head of brand name advertising in March 2020, which means his first activity used to be to steer the emblem via Covid-19, prior to rolling out ‘It’s OK, I’m with The AA’, a multi-award-winning marketing campaign laced with humor that’s cherished by way of all corners of the United Kingdom aside from Swindon.

The marketing campaign’s good fortune noticed Will promoted to staff advertising director in March 2024. And that’s a job of such esteem that we’ll forgive him for dishonest our machine and growing his personal highest day in query one…

1. If it’s essential to return and relive at some point on your profession, which would it not be?

There are too many to make a choice from! Miami seashore with Keith Lemon for Carphone Warehouse used to be brilliantly surreal… the instant the ‘Love that feeling’ (AA x Tukker the canine) marketing campaign went are living as lockdown lifted, after months of past due nights… guffawing whilst filming content material with a tender pre-fame Lewis Capaldi in Glasgow with Three cellular… the time out within the solar with my crew at Creative Circle in Margate closing yr, with beers at the seashore following profitable 3 Marketing Society awards for ‘It’s OK’ together with perfect logo crew. Maybe I will have all of them rolled into at some point?!

2. …Now let us know in regards to the day that also will provide you with nightmares.

When my boss were given a splinter in his toe on a sand dune on a shoot in Dubai and the company account director diligently carried out an try to pull it out.

3. Who gave you the piece of recommendation you continue to are living by way of – and what used to be it?

A colleague as soon as advised me “be present” and it’s at all times caught.

4. What piece of labor completed by way of any individual else are you really jealous of?

I really like the ‘Never say no to panda’ cheese commercials for his or her scripting, SFX, suspense and humor. And then there’s the ‘Whatever’s Comfortable’ Southern Comfort seashore advert for the song, simplicity and swagger…

5. What’s your elevator pitch to other folks fascinated by coming into the promoting business for the primary time?

If you will have a curious thoughts, like discovering inventive answers to existence, recognize inventive craft and are eager about human habits, it’s for you. Don’t be treasured about the way you get into it, simply get into it. Then pay attention, stay listening, finding out and doorways will open.

6. A large number of the larger campaigns you’ve labored on had been grounded in humor. What draws you to that?

Humor engages, unites and cuts via. It is confirmed to create sure perceptions and force business effects. Plus, it’s nice amusing to paintings on from thought to manufacturing. I’ve laughed so exhausting I’ve cried in some script conferences, and shouldn’t we be seeking to unfold some pleasure?

7. What’s the largest mistake businesses make once they’re seeking to promote in a ‘big idea’ to a consumer?

Taking you via too many ‘big ideas.’

8. Above all, what’s the one maximum pertinent feature you search for when opting for to paintings with an company?

No ego, authentic interest and engagement and a not unusual ambition to set the bar prime (and better and better)…

9. Street Fighter…Kurupt FM…East 17…Red Bull Soapbox… you’ve completed some lovely cool collaborations. How do you be sure you get the most efficient out of them – and what’s the dream collaboration that’s to this point were given away?

If you are making it transparent what your enterprise function and target market function is, then past that I believe it’s about being courageous to push the paintings and your companions with an open, fair, formidable, collaborative mindset. I believe occasionally purchasers omit it’s a part of their task to get their businesses and companions enthusiastic about making nice paintings for his or her logo too.

And as for a dream collaboration? I’ve at all times fancied doing a James Bond collab. Maybe at some point…

10. How do you live to tell the tale an afternoon with Keith Lemon?

You simply benefit from the trip and stay the cameras rolling and snapping! Leigh Francis is an excessively gifted man. His dedication, interest, herbal humorousness and a spotlight to element as Keith Lemon used to be in reality superb.