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On My Radar: Annick Mayer
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BUTTER Music and Sound EP Annick Mayer on the Christopher Guest movie that everyone should see, being inspired by working mums, and why testing and cost consultants can be the death of creativity.
What’s the most creative advertising idea you’ve seen recently?
Urging people to drink Liquid Death to create more pee, so that you can send that pee to cool off data centres.
What website(s) do you use most regularly?
Monday.com, which we use for project management. Disco.ac, where we host our music library and send out our client postings. Wiredrive.com, because I be sending reels.
What’s the most recent piece of tech that you’ve bought?
Uh oh, Luddite incoming… a new iPad for my daughter, because our old one finally bit the dust?
What product could you not live without?
Spotify. I have tried to switch to more artist friendly platforms in the past, but I just have so many years of music and playlists on Spotify, and living without it feels impossible. They got me!
What’s the best film you’ve seen over the last year?
I have a nine-month-old, so I have made exactly one outing to a new movie in the last year. Let’s go with a TV show instead. DTF St. Louis was a perfect show for me; 10/10.
What film do you think everyone should have seen?
Waiting for Guffman. I have been a fan of Christopher Guest since high school (where I was first introduced to Waiting for Guffman). The songs, the improv, the legends.
What’s your preferred social media platform?
Instagram. I’m an elder Millennial and it’s the only one I use. TikTok will be a black hole for me, so I have never even downloaded it.
What’s your favourite TV show?
Of all time, probably Strangers With Candy. Amy Sedaris has one of my favourite brains. I’m still an SNL loyalist. I finally finished Widow’s Bay; I do not do well with the scaries, but I braved it for the lols. It was incredible.
What’s your favourite podcast?
Mostly news/political podcasts. I start everyday with NPR Up First. I recently started listening to Amy Poehler’s Good Hang to break up the bad news.
What have you been most inspired by recently?
My friends who are moms. Surviving in today’s world whilst still finding ways to bring love, magic and joy to your children’s lives is a super power.
If you could only listen to one music artist from now on, who would it be?
Oof, that is way too hard. My most listened to artist as of recent years is Bad Bunny —I am a humongous fan.
If there was one thing you could change about the advertising industry, what would it be?
No more testing and no more cost consultants. Make choices for creativity's sake, not out of fear or shareholder margins.
Who or what has most influenced your career?
The people I work with. I will celebrate 15 years at BUTTER next year, and everyday is meaningful and most importantly fun because of them.
What scares you the most?
Superficially, scary movies. Honestly, climate change, AI, and the safety/future for my two daughters.
What makes you happiest?
Laughing. A life without humour is not worth living.
Tell us one thing about yourself that most people wouldn’t know.
Possibly nothing. I am an oversharer!
