[Behind the Selfie] with... Paul Binikos

Quirk's newest head honcho – behind the beret and beard.

Where do you live, work and play?

Binikos: I was born and bred in the land of gold.

2. What's your claim to fame?

Binikos: Driving and selling some of South Africa's greatest creative pieces.

3. Describe your career so far.

Binikos: It's been a rollercoaster of a ride, but every bit has been as much of a great learning curve as the next. I've had the pleasure of working at some agencies when they were at their pinnacle of their life stages, such as TBWA/Hunt/Lascaris, DDB South Africa and Black River FC.

4. Tell us a few of your favourite things.

Binikos: I love the ability for something to become so big that it becomes a movement or a culture, like big brands. If a brand becomes owned by the people without having been 'forced' on to them, it's done the best job. I love my wife and son. I love movies, books and music. And I also love long walks on the beach.

5. What do you love about your industry?

Binikos: That we can orchestrate brands becoming culture.

6. What are a few pain points your industry can improve on?

Binikos: There is a lack of brave clients and an abundance of people treated disrespectfully - both internally and from clients towards agencies.

7. Describe your average workday (if such a thing exists).

Binikos: Meetings about meetings. My role is trouble-shooting, motivating and selling. And then sometimes I have to do work.

8. What are the tools of your trade?

Binikos: Knowing what is going on around me all the time. People in our business can't afford to not know what's happening in the consumer environment.

9. Who is getting it right in your industry?

Binikos: Red Bull.

10. What are you working on right now?

Binikos: Getting to know my new team at Quirk, as I just moved here!

11. Tell us some of the buzzwords floating around in your industry at the moment, and some of the catchphrases you utter yourself.

Binikos: DFP, CPC, PCC, ABC, R2D2, C3PO and other acronyms. I don't like buzzwords.

12. Where and when do you have your best ideas?

Binikos: Usually when I'm driving or if I've had a few beers.

13. What's your secret talent/party trick?

Binikos: My Chewbacca impersonation.

14. What would we find if we scrolled through your phone?

Binikos: Selfies of my son and myself.

15. What advice would you give to newbies hoping to crack into the industry?

Binikos: Work on communication, relational skills are important. And know how to keep your finger on the consumer pulse as this is where the best insights come from for business /communication opportunities.

16. Plug your contact details, punt yourself - list all the places people can find you/your work online...

Binikos:
Twitter
Email

17. Are you a technophobe or a technophile?

Binikos: Technophile!

You can read more on Binikos and his work by clicking here.

*Interviewed by Leigh Andrews.