On My Radar: Aaron Howard

What’s the best ad campaign you’ve seen recently?

The short film Like A Girl commissioned by Always is a beautiful piece with a powerful insight. I work with Dove, so it’s great to see another brand recognising the importance of empowering young women.

It’s also a prime example of why brands should look beyond the 30-second TV spot and instead tell engaging stories that do more than just sell the product. In this case a three and a half minute film achieved over 30 million views in one week.

What website(s) do you use most regularly and why?

Mashable is a great site for knowing what’s going on with tech and social media. I also pay regular visits to blogs such as butdoesitfloat.com, thisiscolossal.com and itsnicethat.com. They’re great creative resources and often provide the visual references I’m looking for.

What’s the most recent piece of tech that you’ve bought and why?

A new set of Sennheiser earphones. Essential for blocking out the deafening silence on the morning commute.

Facebook or Twitter?

I passively enjoy Twitter, but only get involved with Instagram.

What’s your favourite app on your phone?

Burgerapp. Vital when hunting for the best beef patty if you’re in a strange part of town.

What’s your favourite TV show and why?

The Sopranos. Superbly written and masterfully acted, it redefined what a TV series could be. Watching Tony in old episodes now is like seeing an old friend. We lost a great actor in James Gandolfini.

What film do you think everyone should have seen and why?

Planes, Trains and Automobiles. Highly strung ad man Steve Martin gets thrown together with bumbling Shower Curtain Ring Salesman John Candy. It plays out beautifully and, inbetween the slapstick comedy, there’s a lot to learn in there.

Where were you when inspiration last struck?

Halfway through my second bottle of beer.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

I cut my teeth creating direct mail packs for the likes of Tesco, Barclays and British Gas, so for me it’s the speed and vastness of the target audience we can now reach thanks to the power of digital and the sophistication of data.

If there was one thing you could change about the advertising industry, what would it be?

The hours.

What or who has most influenced your career and why?

London. I moved here eight years ago and it has been so important to live in such a vibrant and culturally diverse city, with so much inspiration on my doorstep.