Member interview with Christopher Smith

We are delighted to bring you a Member Interview with Christopher Smith, Founder of Rock Paper Scissors.

What’s your golden rule?

Be kind. You don't know the circumstances that the other person is dealing with at this moment in time.

Who has been your biggest influence?

If I had to choose 1 person, It would be Anthony Bourdain. From his early days in the kitchen to his prominence in pop culture, he wanted to tell the story of the global human experience, using food, gatherings as a protagonist, and the truth as he saw it, as his sword. I spent 15 years in the F&B industry, and 30 years as a storyteller. My entire life as an eater, and a traveller. Tony died at 61. Last month I turned 60. So not only was I seen by him, but in many ways I was him. I worked in kitchens and bars in LA and NYC. I had failed marriages and issues with drugs. I travelled the world. We had shared experiences, in that sense. Where he influenced me most though, was in the importance of stopping, looking, hearing, and trying to understand people as both individuals and a collective. Not a data point or a demographic, but more intimate than that. And I am grateful that he committed all of this to some sort of media.

What is your most hated business expression?

Thinking outside the box. The box is there for a reason. Great design ALWAYS has constraints. They can be time, money, culture, condition, but they will always create some sort of box, and they can not be ignored. However, as my father would say. 'If you can't put that square peg in that round hole - then dig a bigger hole. Expand the box. But never lose sight of the constraints.

What’s the smartest business idea you’ve ever had?

Here's the thing. The honest answer is too many to count. Because my job is to create smart ideas. But I would actually say that the smartest business idea I have ever had was to move from an Art Major to a Design Major at UCD. My professor said, "Consider Design, it's like art, but with a paycheck."

Which leader do you admire most and why?

I am not much of a follower, so admiring leaders isn't a thing I do. Plus, there are so many amazing people out there who have contributed one or two things that really stand out, but for me not enough to fall on my sword for. Also, having never in my life been asked that question, I now am wondering, is that bad?

What keeps you up at night as a marketing leader?

What happened to great creativity? Why are we doing 4000 permutations of marginal advertising just to see which background colour connects during a shotgun blast of meaningless copy? When did people stop pushing for greatness, and settle for "it works"? When will creative take back control from the media? Am I just too old for this shit?

Why is being part of The Marketing Society important for your career?

At this point in my career, I really want to be surrounded by people I choose, not people I am required to be around. After having been to a few events, I really like the mix of people. These seem to be people I would choose. Also, TMS provides a platform for the things that are important to me today, I can share with people who may also share my ideas and together we might be able to ignite some flames of change.

Why Christopher joined The Marketing Society

Why does marketing matter to you?

OK, so this question is interesting. To be honest, marketing doesn't matter to me, but the people who understand how to market do. I am a creative, storyteller, an idea guy. I rely on great marketers to understand how to deliver my work, how to tweak it for channels, audiences, times of day. It's like saying - "If a tree falls in a forest and no one is around to hear it, does it make a sound?" Well, it depends on who his PR agency is". Learning from great marketers will only help my creative work and maybe my involvement in The Marketing Society will help marketers understand creatives a bit more.

Tell us something that’s not on your CV

I have had to make friends with my Imposter Syndrome. My entire career is built upon doing things I have never done before. Learn as I go. Open a door and just walk in. So I am "gifted" with that voice in my head that is constantly saying "What are you even doing here?" So I have learned to answer back. "well", I say. "I am here to figure out why x needs y. So let's take a walk around the block and figure it out. Together. I'll play the optimist, and you be the pessimist. You are always really good at that." That usually works. At least I have a sparing partner.

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Published on 26 June 2024