The Innovator 25:

Gerry Hopkinson

Co-founder

Unity
London

“Be brave, focus on the value, test and learn, did I say be brave?”

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As the creative force behind an agency that has been ranked as the world’s most creative on multiple occasions, Gerry Hopkinson stands out even among London’s fiercely competitive PR agency market. Alongside Nik Govier, Hopkinson launched Unity 12 years ago, bringing an unparalleled ability to straddle the worlds of culture and cause for the benefit of big brands that require a turnaround. So far that genius has helped turnaround the reputations of such companies such brands M&S, Direct Line, Ribena and Butlins — bringing with them a string of awards and helping Hopkinson solidify a reputation for substantial, thought-provoking public relations work.

How do you define innovation?
Better. Doing things better, way, way better and getting better results because of it. 

Most innovative PR/comms campaign you’ve seen in the last 12 months?
Heineken Worlds Apart.

What brands and/or agencies are most innovative when it comes to marketing/PR?
Ikea, Adidas, Air bnb, & Unity (of course).

Describe a moment in your career that you would consider ‘innovative.’
Launching Unity with the wonderful, talented and fearless Nik Govier when we had no clients, no staff, no premises, no money and no worries — we just jumped and it was great! 

In what area of marketing/PR do you see the most innovation?
Content & creative.

How would you describe the communications/PR industry’s level of innovation?
Laggingi other marketing disciplines.

Where do you see the greatest opportunity for marketing & PR to become more innovative?
Moving beyond communications.

Who most influences how innovative a brand’s marketing/PR is?
CMO.

Who is your mentor and why?
Charles & Ray Eames because they never stopped looking and learning.

How do you find inspiration?
I make time to goof off reguarly and catch up with different people and things outside my world.

What is your advice for people seeking to bring new ideas, ways of doing things to their organizations?
Be brave, focus on the value, test and learn, did I say be brave?

In your opinion, what’s the most innovative place in the world?
California and the whole of the glorious Left Coast of course — and London on a good day

What’s your favourite time of day and why?
Early evening, what the Italians call the Passageiata, because it is a great time to people watch and drift along and re-energise.