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Proust Questionnaire: Claire Wood

Proust Questionnaire: Claire Wood
IPA Chairman for Scotland Claire Wood answers our version of the Proust Questionnaire – the personality test made famous by the writer Marcel Proust.

When are you happiest?
When the sun’s out.

Which qualities do you most value in a colleague?
Punctuality. Curiosity. Being interesting.

What will you be doing a decade from now?
Approximately the same thing. With a bit more wisdom in tow.

Which are your favourite places for a client lunch or after-work beer?
The King’s Wark pub in Leith. Nothing at all to do with the fact that it’s two minutes from our front door.

What is your idea of misery?
No books.

Which books have most influenced your work?
The predictable ones. The Tipping Point by Malcolm Gladwell. Nudge by Thaler and Sunstein. John Grant’s New Marketing Manifesto. Anything by Mark Earls. And the planner’s bible: Truth Lies and Advertising by Jon Steel.

What annoys you?
Wilful incompetence.

Which part of your job do you most enjoy?
Talking to the target audience.

Which campaign or project are you most proud of having worked on?
Trish knows. A Scottish Government campaign tackling the prevalence of blood borne virus Hepatitis C. Though it’s now a close run thing with our recent Kids in the Car campaign for the same client.

Which campaign or project do you wish you’d worked on?
The Skoda cake ad. For the leftovers.

Which brands do you admire most?
Elephant Branded for honour. Hendrick’s Gin for experiential magic. Agent Provocateur for elegantly executed mischief.

What time of day are you most productive?
8am.

What natural gift would you most like to possess?
Henry Sugar taught himself to see through cards. I’ve always fancied that.

If you weren’t a planning head, what would you do for a living?
I’m next in line (I wish) for a job currently done by a lady called Boo Paterson. She’s Director of Press and International Liaison for La Clique. So she travels the world to find exceptional new vintage cabaret acts and welcomes drooling audiences to the Grande Dame of marquees, the Spiegeltent, in Melbourne, Berlin and Edinburgh.

Which are your favourite websites?
Itsnicethat, Google, Amelia Torode’s blog. Oh, and the IPA of course.

What do you value most about your agency?
Down to earth brilliance.

Who are your fictional heroes?
Matilda. Chrestomanci (the Christopher Chant incarnation). Fevvers.

Who are your real life heroes?
Louise Page.
Yael Farber.
Eben Upton.

Where do you get your news?
Twitter. Radio 4. The Guardian. The 10 o’clock news on the BBC. In that order.

What is your motto?
We are such stuff as dreams are made on,
And our little life is rounded with a sleep.

Last updated 19/08/2013

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