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My Creative Hero: Conor McNicholas

09/05/2023
Social Media Agency
London, UK
403
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Coolr advertising and innovation creative, Daniel Fox-Evans, on exploring everything with passion, inspiring interest and changing people’s thinking

Daniel is an award winning advertising and innovation creative. He has worked within the creative industries for over 12 years, from content creator to creative director, with experience with Social, Digital, Influencer Marketing, Innovation as well as Integrated, ATL, through the line and “oh my god is that a line!” campaigns.

Daniel has launched campaigns for some of the world’s best brands, from redefining what it means to do branded content for FootAsylum through to International award winning campaigns for Milka and beyond. Daniel has earned the views of millions of people, built followings for brands and turned them from just another competitor into a cultural leader.


LBB> Who would you say is your creative hero? 

Daniel> My creative hero would be Conor McNicholas. Wikipedia describes Conor as a journalist and ex-editor of NME and Top Gear Magazine. I’d describe him as a creative leader in the truest sense of the term. He’s worked in advertising, publishing, creative roles, innovation roles and moved in many more creative circles. He both inspires and collaborates with the creative community at large.


LBB> How long has this person been important to you and what are your first memories of meeting them or coming across their work? 

Daniel> I first met Conor when we worked together at an advertising agency, producing a blend of social first concepts and big agency creative. I had no idea about his past work at NME but you could see that thirst for always looking to discover more, explore and audience first thinking in how he approached any task. Conor would look for ideas that had impact, not just from a client’s perspective but how it would occupy a place in the audience’s lives. What value did we bring into that shared space? That’s what was a pleasure to work with, and to collaborate on projects. We always set out to do something brilliant. Too many people in the creative industry let the problem define the creative but when you get the right mix of people together you let the creative enable the solution. Creating something that has a longer impact, something that changes people’s minds, attitudes and thinking. 


LBB> If it’s someone you personally know, how did you get to know them and how has your relationship evolved over the years? 

Daniel> I of course had the great opportunity to work with Conor and develop our friendship over time. Even leaving working together we kept a strong connection even if life and work (and a pandemic) sometimes means that it’s hard to see each other that often. 


LBB> Why is the person such an inspiration to you? 

Daniel> Conor taught me that life, work and creativity is there to be interesting and inspire interest. We have a fantastic opportunity to work with amazing brands, projects, people, audiences and so much more. Let’s make what we do have value on lots of fronts. He also showed me that you can be your own type of leader, manager and carve your own path in what you do. He is also incredibly humble, if I told him I would put him down as my creative hero he'd probably right now be telling me other people I could put instead of him.

To be a constant creator, maker and innovator – to keep that positivity in the belief that creativity can open up so much more for businesses, people and communities, that is a creative hero and inspiration for people. He’s not defined by one piece of creative work but a creative outlook in life that shows the potential of creative thinking. That is the inspiration, a creative mindset that can explore the world. 


LBB> How does this person influence you in your approach to your creative work? 

Daniel> Influences me to live an interesting creative life. To explore everything with passion and to never define myself in terms that don’t open up opportunities. Makes me always question what great stories I will make with friends, clients and audiences. As if I have this opportunity to create, I should make it something amazing. 


LBB> What piece or pieces of this person’s work do you keep coming back to and why?

Daniel> I find myself mostly keeping up with what he’s up to now and planning next. That’s the reason why he’s my creative hero as there is always the start of a great strategy, new thinking or approach kicking off in Conor’s world.

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