In an attempt to showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 Questions are put to Future Factor founder, Kerrie Finch.
What was your first ever job?
Child labour? I started cleaning the silver in an antique shop aged twelve. The owner was a friend of my parents, fellow antiques traders. First job with a pay packet? In the local Little Chef 'restaurant' (I use the term lightly) aged 16. I was shit at it. Couldn't multi-task taking orders, bringing food and clearing tables. They put me in the back washing dishes after two days and let me go after a week. First proper job after university? I worked at the West Yorkshire Playhouse, Leeds, in the PR department. Loved it.
Which industry buzzword annoys you most?
The industry uses "creative", "strategy", "disruptor", "innovative", and "integrated" with wild abandon.
Who do you find most interesting to follow on social media?
My journalist friend @amancalledmark does a cracking job writing idiosyncratic features for the likes of Fantastic Man, Observer and The Times. He's always worth a read on Twitter. I'm a sucker for any @rupaulsdragrace winner on Insta, especially @sashavelour. For inspiring advice on free stuff to do when you travel, check out @twofreeguys.
Highlight of your career (so far?)
Launching Finch Factor ten years ago. Then expanding the team to embrace my new business partners Nick Bailey and Sarah Taylor, rebranding to Future Factor in March. It's been quite the ride.
What piece of tech can you not live without?
Does my coffee machine count?
Who or what did you have posters of on your bedroom wall as a teenager?
My first pin up was Adam Ant. I had a massive poster above my bed of him in his 'Antmusic' phase, prior to the hyper-camp of 'Prince Charming'. My older brother was into Debbie Harry. She wore a lot less make-up in her poster.
In advertising, what needs to change soon?
I believe audiences want to see a commitment to authentic brand voice, championed by ambassadors who embody the company vision and lead by example in embracing clearly articulated purpose, inclusion, and a culture of creativity.
What is (in your opinion) the greatest film/album/book of your life?
Harper Lee's 'To Kill A Mockingbird' - both the novel and the film starring Gregory Peck - made a huge impact on me when I was growing up. As did The Wizard of Oz. The scene in which the movie changed from black & white to Technicolor knocked me into awed silence.
Which industry event can you not afford to miss each year and why?
Cannes Lions is a festival which is undergoing rejuventaion and positive change. I'm stoked that Simon Cook is the new managing director. Under his aegis, I believe the Festival can take important leaps forward regards what it means to be inclusive within the broader creative industry -- from age, gender and ethnicity to cognitive and mixed-discipline diversity.
What's the best piece of advice you have ever been given?
Charge more.
More installments of 10 questions with... can be found here.