Andrew McEvoy Interview(s)

The work. It's so inspiring to see the range and breadth creative minds can go. I'll be bringing an open mind, but the mental math still needs to add up.

Smarter people than I once suggested that you should show your work to your mum, and if she gets it: it's good. That might be an interesting way to get an audience perspective - a panel of mums to cut through the fluff and tell us what work chimed with them.

We're just hot off the Superbowl, it's hard not to say the United States and the UK. They tend to have the biggest budgets. But I've always enjoyed the storytelling in Thai advertising and the wackiness of Japanese ads. Both have been doing it for years, but consistently have something fresh to show.

I think culture is a big one. Without getting political, it's a year many businesses have abandoned the values that I think the audience expects of them. The brave work from 2025 I hope has a zesty revolutionary flavour that draws the lines very clearly about who these companies are and what they stand for.

I think sometimes we get too caught up in pop-culture references. Yes, it's a shortcut to attention. But hey, not all ideas need to rely on it.

Sorry to not go for an advertising answer. But in my current headspace, bands like IDLES. There's something about punk that I think we need more of - now more than ever. Even if you don't like the genre.