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What's your self-isolation set-up at the moment?

I’ve been fortunate enough to have travelled to the Yorkshire Moors, where my in-laws live. It’s remote, spacious and has clean air. I miss being home, but then I get a grip and remember that I am lucky.

It's lockdown; aside from your family, which four people, past or present, would you most like to be quarantined with?

Peter Cook, Rik Mayall, Caroline Ahern and Robert Harris.

We need entertainment, what's your favourite short film? 

Bombay Sapphire's Room 8, by James W Griffiths. When I first saw this I watched it again immediately. To manage tension, followed by an eye-rubbing conclusion, in such a short time frame is difficult. James manages this in spades. Casting, art direction and the final twist are incredible, and why it won a BAFTA.

Bombay Sapphire – ROOM 8

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You've completed Netflix. And Amazon Prime. And Disney+. It's on the hard stuff; board games. What do you pick?

Chess is always great, but not played often enough. You need a willing partner. I love Pictionary; does that count?

On a serious note, how do you think this situation will impact you individually, and the industry as a whole?  

I have already come to the conclusion I own, or rather owned too much stuff.  We’ve lived within our means for a short time and realised that possessions aren’t the be all and end all.

The industry is going to be faced with a multitude of defining moments. Production isn’t thriving, it’s existing, and doing tremendously well to do so. UGC will recede but the way we utilise creativity and the resources we have might remain but may not be dominant. Tonally, the next six months, say until Christmas, advertising has to be sensitive to what is important. Is a 12-month, interest-free deal on a large screen TV going to whet the appetite, or will it come across as crass?

What is important has changed. Irreversibly? I doubt it. But for the foreseeable it has, and we’re going to be judged upon how we react. I hope it’s with sincerity and good grace.

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