October 18th 2018

Mike Hughes, AMV BBDO & Peter Heneghan, LADbible

"LADbible is followed on social media by more than half of all 18 to 34-year-olds in the UK alone. This demographic is the most globally connected and socially aware generation ever. They want to be empowered to do good."

Izzy Ashton

Deputy Editor, BITE Creativebrief

Mike Hughes, Creative at AMV BDDO and Peter Heneghan, Head of Communications at LADbible Group

Creativebrief: What’s the biggest challenge we face when transforming insights into action?

Mike Hughes: Changing peoples’ state of mind along the way that this isn’t just a nice idea. It’s something that’s actually going to happen. Once people come around to that then they get behind you and momentum builds.

Creativebrief: What makes a successful client/agency relationship?

Mike Hughes: An open partnership and complete alignment on where you’re heading and what you want to achieve.

The Trash Isles' flag

Creativebrief: How did you come up with the concept for Trash Isles?

Mike Hughes: You’ll have to come to our talk to find out the answer to that one!

Creativebrief: What is it about Trash Isles that appeals to a LADbible audience?

Peter Heneghan: LADbible is followed on social media by more than half of all 18 to 34-year-olds in the UK alone. This demographic is the most globally connected and socially aware generation ever. They want to be empowered to do good and make a difference in their own lives. That’s a key reason why Trash Isles was so successful. Our audience were horrified by the plastic pollution epidemic, and by becoming a citizen [of Trash Isles], they had a vested interest in making a change in their own lives.