During his time at M&C Saatchi, Hew Leith made a name for himself working on new products and services that got people's attention because they were, well, cool. Like the first for Intelligent Environments, or the which has been used by 20,000 primary-school kids and was created to help people understand the importance of software to the retailer's business.
Leith's just launched a new eight-person agency called in Shoreditch, which will add product design to digital, PR and experiential services.
We're excited to see what new tech 10x will bring to market, as long as it's not Ship Your Enemies Glitter.
What three things got you to the position you’re in today?
First, clients who are up for making big ideas happen. They realise their marketing budgets have been going to the big media owners for years, but they could be investing this cash back into their business by creating innovations that differentiate their brand. Without their desire to push boundaries, 10x wouldn't exist.
Second, new technology trends – access to low cost programming, open APIs, 3D printing and inexpensive hardware – mean it’s never been easier to create products and services. In fact, our agency wouldn't have been possible five years ago without this fundamental shift in tech.
Finally, an insane attention to detail. It's all well and good having big ideas but you have to deliver on time and on budget, without fail.
Who has had the biggest influence on your career?
Maurice Saatchi. You can't deny the power of the brand he created with Charles. When clients are stealing pencils in meetings, you know you've created something special. My godmother used to be one of his PAs back in the 1970s so I grew up with all the stories. Unsurprisingly, it was my lifelong dream to work underneath him.
From a technical perspective, my grandad has been a big influence. He’s always been at the forefront of technology. An engineer by trade, he created industrial robots for all the big car firms just as the industry was taking off in the 1960s.
How do you see digital agencies changing in the next three years?
We’ll see more digital agencies creating physical products and services for their clients. We’re already seeing it. , and are blending the physical and digital world, creating innovations that add value to their clients’ customers. Standout examples for me include: Made by Many’s , which teaches children the basics of programming; AKQA’s , a responsive LED court that helps aspiring basketball stars to train like Kobe Bryant; and Huge’s which allowed people to buy Nike gear with Fuelband points. This isn't just the future of digital. It’s the future of marketing.
What’s your online distraction of choice?
. I check it daily. I'm addicted! It’s like Reddit for the latest tech products and services. Reading the list of inventions everyday is like a window on everything cool that’s being made in the world right now.
Things Product Hunt has made famous, include: ; , the live-streaming platform; and , an online lending platform that uses luxury cars, antiques and jewellery as collateral. It’s exciting to see brilliant ideas get an audience on Product Hunt, then escalate to become a worldwide phenomenon.
What's been the best tech innovation in the past year that’s had an impact on the marketing world?
The on-demand economy. Although technically not "invented" in the past year, it’s certainly become a mainstream trend over the past 12 months.
For marketers, using services like , and mean marketers can get access to the greatest talent wherever they are in the world. We’re working with some fantastic Apple Pay developers in Indonesia right now. The best bit is we brief them in the evening and get a working prototype back as soon as we wake up.
It’s not just developers you can find using these platforms. Thanks to the on-demand economy, we’re lucky enough to be working with an ex-Apple industrial designer in San Francisco who is creating unbelievable product concepts for our clients.
Why did you decide to add product innovation to your agencies offering?
We were frustrated and annoyed by traditional advertising. With all the technology available to us in 2015, it's crazy that brands are blasting one-way messages at people and hoping they'll buy their products. At best, it doesn't work as well as it used to. At worst, it’s annoying the very people marketers want to woo.
So instead of interrupting people, we want to help brands connect with them. We do this by creating and marketing useful products and services that are inherently exciting. These digital and physical innovations shine a greater spotlight on the brands and their existing offers.
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