Interviews, insight & analysis on digital media & marketing

My Digital Hero: Adam Greenwood, Futurist

We’re asking some of our industry’s leading figures to nominate their digital hero and to explain what’s so special about them.

Adam Greenwood co-founded digital agency Greenwood Campbell in 2009. Two years ago, he moved from day-to-day running of the agency to focus with a small team on the impact of emerging tech like AI on consumers and brands.

Who is your digital hero?

Amy Webb, quantitative futurist, Founder of Future Today Institute.

What has she done to win hero status in your eyes?

Wrote the big nine (books about Microsoft, Apple, Facebook, IBM and Amazon in the UK and Alibaba, Baidu and Tencent in China), that changed my perception of the power and influence of these companies.

How has her heroism helped drive digital?

By writing the book and curating the annual tech trends report, she allows anyone to have access to huge amounts of data and patterns which can have fundamental effects on their lives.

What the biggest challenges in digital we need another hero to solve?

We need someone who can help people understand the ways that digital can prevent and reverse the exponential polarisation the world is experiencing.

What is your most heroic personal achievement so far in digital?

I led a team that developed an app that allows RNLI lifeboat station managers to track lifesaving volunteers in real time.

This replaced a system that relied on pagers and is reducing the time it takes to get teams into the water so they can save lives.