Q&A: George Cathcart

It’s time to meet our new Social & Influencer Director, George Cathcart! In this Q&A, he tell us why he’s facing the future (and greys) fearlessly, with a slice of pizza in one hand and a beer in the other.

I can tell a campaign is succeeding when… I’m sleeping at night. Either that, or when it becomes clear to see consumers are feeling the vibe and have things to say about it, nothing worse than putting your heart and soul into a campaign only for people to ignore it. Thankfully that hardly ever happens!

My morning social routine is… Open TikTok for 5 minutes. Realise half an hour has passed. Check news pages on Feedly. Try to make sense of it all. Drink 3 coffees.

I eat… anything and everything but I do make an awesome wood-fired pizza. In another life I would own a pizza truck.

The worst thing anyone has ever said to me is… I don’t like pizza.

This time next year, I’ll be… Asking where the last year went and admiring my new grey hairs. Despite my best efforts the march of the greys is upon me and I will face them with a smile on my face.

Espresso martini or beer? Beer! Light, dark, ale, cask, sour, porter, trappist, lambic. You name it, I’ve probably drunk it and more than likely loved it.

Where do you see the future of social? If I told myself that what we currently have would be the future when I started over a decade ago, I would have laughed myself out of the door, but I guess that’s part of the fun of social as a channel. Whatever happens, the basic human drive to connect, to have a point of view, to know what’s happening right now for brands, friends, family and strangers – that’s never going to go away. So much of social is driven by novelty, so no doubt the ‘face’ of social content will have shifted once again to a new vogue, and I think that’s a pretty exciting future.



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