Chris Hunter is RIVET’s shiny new Executive Creative Director. Today he tackles the Advent questions:

1) Which is the campaign that impressed you most this year?
It seems like every day there’s a clever new campaign doing the rounds on email. But most raise a brief smile and are then forgotten. In the real-world sense, I think Dove has got it right with its continuing Campaign for Real Beauty. It’s got cut-through, depth and staying power. And from what my female friends tell me, it’s right on target.

2) In your job, which is the most important thing you learnt this year?
An empty barrel makes the most noise.

3) As a marketer what’s on top of your agenda for 2008?
Keep it real and keep it simple.

4) What, in your opinion, will be a killer application/key trend in marketing in 2008?
Brand authenticity. People will gravitate towards brands with integrity, especially those that are prepared to listen to consumers. Brands relying on price-driven retail strategies and indifferent products or services will find life increasingly difficult. (We all know who you are.)

5) Which book would you give as a Christmas present to a colleague?
For those with strong constitutions, ‘The Road’ by Cormac McCarthy. It scared me.

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