Inspiration Interview with Ben Parker of PHD

We recently had the opportunity to speak with Ben Parker, head of strategy at PHD, to learn a bit about some of his latest projects and what inspired him to turn New York into a modern day Rome.

1.  So what are you up to right now?

Lots of things, it’s a busy time for us at the moment.
One thing I’m really into: we’re talking with some architect friends of
ours about figuring out more interesting ways of communicating with
people based on the relationship they have with the urban landscape.
Using the thinking and approach that architects follow when considering
how people interact with spaces and structures is really interesting
when you apply it to communications. And it can give you some quite
surprising outcomes, which is something I’m always looking for.

There’s also some really interesting projects we’re hoping
to pull of in the non-advertising space – ideas which are about trying
to get brands to act in a less contrived manner. People are so
suspicious of advertising and marketing in general, so we’re very much
of the view that we need to move beyond “messaging” and think more
about brand behavior in the broadest sense.

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