Saul Betmead

Chief Strategy Officer, Y&R EMEA

What are the 3 things you would wish to see or experience at the Golden Drum Festival this year and perhaps in 3-5 years from today?
Be exposed to inspirational thinking and work: ideas that have helped consumers and changed behaviour.
Diversity: Innovators that are changing the world, not just the industry.
Networking: Have fun and meet some nice interesting people :).

What are 3 things you wish to see happen in the creative advertising industry in 3, 5 or 10 years from today?
Similar themes.
The dominant ideas are the ones that have directly helped consumers live better and changed behaviour as a result.
We can continue to attract the brightest minds and not lose them to our frenemies.
We are still having fun.

How do you see New Europe as a creative community? What would you wish to keep and what to change?
What to keep: I liken it to Australasia – because it’s on the edge (of Europe), it does things differently. It’s not constrained by the rules the rest of Europe is bound to. So keep this edge, don’t try and conform too much.
What to change: More belief in self, there is no reason it cannot be a world force on the creative stage.

On a more personal note: Who were/are your idols? Who did/do you want to learn from? Did you have any mentors, teachers on the job that you would like to point out (and also thank)?
Sandy Thompson, Global CSO for Y&R, smart and lovely in equal measure.
The late Mike Canterbury, ex Head of Strategy for Saatchi Australia, whose belligerence converted me from account management to planning. VALE mate.

Childhood dreams? What did you want to be, to achieve before you’ve decided on your career? Did you ever get to realise your dreams? How come?
Always fascinated by people, trained as a clinical psychologist, but found the day to day grind of it too depressing. Decided to swap to a lighter career. 🙂