Gearóid 'Ged' Carroll Interview(s)
Viewpoints about Strategy/Planning
In a few words, can you tell us who you are what your job title is?
My name is Gearóid Carroll, most people call me Ged. I work as a strategy director, currently as a freelancer. I have previously held roles in creative and advertising agencies working across several sectors.
Which aspect of your job do you enjoy the most?
I love gnarly problems that sit at the middle of the business problem and its transmutation into something creatives can work with. I am like the metaphorical dog with a bone.
What do you think will be the biggest challenge for brands in reaching consumers in the next five years?
The same as it has been for as long as brands have been around, being seen as relevant and maintaining the mental real estate in consumer's minds.
What project that you worked on are you most proud of, and why?
A TV spot for Mexican margarine brand Primavera that was delivered in a really tight timeline over the Christmas period to prove the effectiveness of a global campaign approach whilst at Unilever.
How can data make us more creative? Can you give a recent example?
Data informs rather than leads. Data supports insights. I worked on a film for GSK where data was at the centre of the story, showing how parents and doctors trusted a vaccine over 10 years and with millions of healthy babies. We used these datapoints to do positive reinforcement to have doctors to continue to vaccinate with the product.
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