Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

Proust Questionnaire: Michael Hart, The Union

Proust Questionnaire: Michael Hart, The Union
The Union's Creative Director answers our version of the Proust Questionnaire – the personality test made famous by the writer Marcel Proust.

When are you happiest?
Living in the moment. Scooting with my son and daughter on the streets of Musselburgh, staying up late to watch films with a glass of wine in my hand, reading by the side of the pool as the sun grills my back and the iPhone is nowhere to be seen, walking along the perfect sands of Luskentyre beach with my wife and children, knowing the alarm won't be waking me up in the morning…

Which qualities do you most value in a colleague?
Oodles of niceness and talent. As Bill Bernbach so delicately put it: "Life is too short to sacrifice so much of it to living with a bastard."

What will you be doing a decade from now?
Still telling stories.

Which are your favourite places for a client lunch or after-work beer?
The Orchard. I recommend the Ardrossan Pork Belly.

What is your idea of misery?
The genuine prospect of Scotland never qualifying for the World Cup again in my lifetime. That and failing to sell good work.

Which books have most influenced your work?
Too many to mention. The simple pleasures and morals of Dr Seuss and Aesop have had as profound an effect as The Gift by Lewis Hyde, Orbiting the Giant Hairball by Gordon Mackenzie (courtesy of Jim Fraser) and A Smile in the Mind by Beryl McAlhone.

What annoys you?
Apathy, the growing gap between the haves and have-nots, London bias, and dog-owners who don't pick up their mutts' poo - and also those who do but leave the filled, purple, non-biodegradable receptacles scattered across the landscape for the rest of us to enjoy.

Which part of your job do you most enjoy?
The part in the meeting or the pitch where the client says yes. The part where I see some great work done by our agency and I say yes. Anything that involves a yes is generally good.

Which campaign or project are you most proud of having worked on?
The one I'm working on right at this moment.

Which campaign or project do you wish you’d worked on?
Old Spice and Skittles.

Which brands do you admire most?
The really successful ones that don't need any free advertising here.

What time of day are you most productive?
When no one else is around - first thing in the morning and last thing at night.

What natural gift would you most like to possess?
Having lost my sense of smell a few years ago I would love to regain it.

If you weren't a creative head, what would you do for a living?
Location finder, travel writer and I'd happily be an intern at Pixar.

Which are your favourite websites?
BBC and Google.

What do you value most about your agency?
Our people. We'd have nothing of value without them.

Who are your fictional heroes?
George Bailey and Mick Travis.

Who are your real life heroes?
Woody Allen for his endless brilliance, David Bowie for following his own path, Vaclav Havel for his courage and leadership, and my wife for putting up with me.

Where do you get your news?
BBC website, Radio 4, Brand Republic, the school gates and Ian McAteer – he's an insatiable gossip.

What is your motto?
The love you take is equal to the love you make.

Hear Michael Hart discuss the 10 things that help him in his job at an Account Management Breakfast at The Union on 24th January.

Last updated 06/01/2014

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

The IPA
© 2017 IPA. All rights reserved. No part of this
site may be reproduced without our permission.