[NewsMaker] Bridget Johnson

Chief executive partner Mike Abel said Johnson has "a proven track record of developing both highly effective work for clients and work that has achieved creative global recognition".

Johnson was executive creative director at O&M Jhb on the Vodacom account, ECD at Ireland-Davenport and early on in her career worked as a copywriter for Net#work BBDO, TBWA Gavin Reddy and Gitam SA. She's judged most of the major industry award shows around the globe and won at all the big ones.

Q: What is your creative focus for the year to come?
A: To build on M&C Jhb's creative reputation; to keep learning, growing and ultimately create work that our clients and all at M&C are proud of.

Q: What is your main business challenge?
A: The diminishing Rand and uncertain global economy, shrinking budgets, more anxious clients (who wouldn't be?) and a greater need than ever before for our industry to innovate.

Q: How do you "do what you do well"?
A: I always think getting under the skin of the problem at hand is a good start. Know as much as you can! It sounds obvious but sometimes we fall short. Otherwise, I try hard to foster an open environment where great ideas can rise to the top. If that doesn't work I drink single malt whisky.

Q: Most important attribute needed to do your job?
A: A dreamer's heart, a brave spirit and the tenacity of head lice.

Q: The biggest trend to note in your industry?
A: 2016 will see online marketing and our obsession with technology intensify. There'll be more apps, more sophisticated video ads online, more in mobile, a renewed fascination with the potential of VR and other developing tech, but the challenge (and test) will always remain how effectively we use these to tell brand stories worth knowing. Will these sexy developments drive us to new heights or distract us from the simplicity of a great idea?

Q: How will you make an impact?
A: Convincingly, I hope.

Q: What inspires you?
A: Beauty and kindness.

Q: Your life philosophy?
A: Since I can't stick to most things for more than three minutes, a life philosophy is a tall order. But maybe... when things get too serious, get silly. (It works with my kids.)

Q: Tell us something about yourself not generally known?
A: I'm untidy, not the best driver, love to draw and sing old show tunes, and the only food I won't eat is kidney.

Q: At the top of my 'bucket list' is...
A: Anything that involves eating, drawing and an exotic location. Preferably with my family and all mixed together would be nice!