Campaign's 2024 A-List: An Interview with CEO Jonathan Emmins

Define your past year in three words.

What a ride...

What brand will you be unable to live without in 2024?

I love brands – but to pick two favourites: Lego and Nike. Brands built right, and also lucky they are Amplify clients. I love building Lego together with the kids, and Nike for sneaker-hunting with my daughter.

Who or what lights up your life?

My partner Hannah and our wonderful kids Milo and Delphi; my beautiful friends, family and colleagues, who I'm incredibly lucky to have in my life; too many artists, musicians and DJs to mention. But in 2023, a shout-out to Jonny "Sports Banger" – his ethos, politics, collabs and sense of humour.

You can bring back a TV show from the past – which one?

I kind of am. I'm lucky to be reliving all my favourite series and films with my 11-year-old son Milo – not always with his mum's sign-off. We're particularly enjoying Family Guy right now. Most things have already been rebooted. Plus The Wire, True Detective or recent guilty pleasure Hijack.

It’s 2034 and AI is in charge. What are you pleased to see?

Sometimes to see light you need dark, a tension, something to fight and rally against. Maybe that's the kick we need to see a welcome return of humanity and some global solidarity?

If you were a TikTok star, what audience would you serve?

N/A. I would far rather be back or side of stage, helping and getting behind others than personally being front of stage, physical or virtual.

Cats or dogs?

100% dogs. I'm allergic to cats. Plus they come across a bit selfish and have a tendency to parade their bottoms on video calls.

What is the one bit of work advice you use the most?

Time is the most precious commodity.

What is your work/life balance secret?

No one told me there's a secret to it? Probably just do your best and make sure you enjoy both your work and personal life in equal measures.

What is the first thing you do to tackle a business problem?

Listen.

You are hiring the person who will one day have your job – what do they need to know?

I'm already lucky to work with people far cleverer, more creative and talented than me. It's awe-inspiring. I guess the trick is how to keep all the moving parts working together – balancing making space and supporting everyone as individuals to grow, yet pointing in the same direction as an agency.

To read more of Campaign's A-List speakers, visit Campaign.