Interviewing the Interviewers: Piers Fawkes

One of the privileges and joys of journalism is meeting and interviewing truly inspirational people.  The new digital age has meant this privilege has now opened up beyond professional journalists, with some of the most thought-provoking interviews now conducted by numerous industry thought leaders in addition to our most respected journalists.

In NDA’s Interviewing the Interviewers series, we caught up with some of the best interviewers in our industry, from journalists to independent content creators, turning the tables to find out what makes them tick.

Piers Fawkes is Editor-in-Chief of PSFK, a leading source of insight on innovation in every vertical market.

What is your biggest hope and your biggest fear for the marketing industry in 2019?

I think what’s interesting is how marketing is leading the development of every aspect of the customer experience journey. From brand to sales to retail to digital to loyalty.

What’s worrying is – does this overstretch the marketing team and do they have the skills to excel at all these areas.

Who was the most inspirational person you interviewed in 2018 and why?

They are all my favorites. Interviewing Michelle Cordeiro Grant of Lively on a stage was definitely fun. She’s a tour de force and the crowd respond so well to her.

I also enjoyed Talking to Heidi O’Neill of Nike – another pioneer in a company of very driven folks. I can’t imagine how hard and smart she had to work to get where she is today.

What one technology are you most excited about this year and why?

Membership and paywall software! Since we launched our spin off Wallkit it has been incredible to talk to folks in media and retail who see subscriptions as an incredible opportunity. But there’s still such a long way to go.

What was your favourite ad or media experience of 2018? 

Well I like to think of retail as advertising, so probably the Gucci store in Soho or maybe the Nike Melrose Place store too.

What is the buzzword or phrase you’d like to ban forever?

Just the word ‘newest’. There’s new or there’s new, in my book.

Who’s the one industry figure you’d most like to interview you yet haven’t?

Ms Ocasio-Cortez

How could someone persuade you to interview them and what would put you off completely?

I understand the role of the PR person to pitch and arrange a call and everything – but at some point, I want direct access.

When a PR shields their client too much , I just wonder ‘what are they hiding’

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