CB Hot Suit Takes: Paul Binikos, Managing Director, HERO and McCann
CB Hot Suit Takes is our new Q&A series for extremely busy CEOs and senior leaders across the industry ~ covering careers, creativity, challenges and the song that sums it all up. Next in the hot seat is Paul Binikos, Managing Director, HERO and McCann.
1. What got you into advertising?
As far back as I can remember, it was either the film industry or advertising. I was obsessed with the worlds created by brands like Nike, Absolut and Stussy, as well as magazines like The Face and Interview. That was probably the first time I realised brands could shape culture and make people desperately want to be part of something. I’ve never looked back. I still love the process of taking a problem, finding the tension within it, and turning it into work that’s both effective and culturally famous.
2. Which piece of work are you most proud of, and why?
The work I’m most proud of is the work that was hardest to get over the line. The ideas that involved real tension, debate, client courage and lots of back and forth before everyone finally landed on the right answer. A few that stand out are Energizer ‘Never let their toys die’, which went on to win a Cannes Grand Prix, KitKat ‘Break Chair’ (VML) and more recently, Transit Tales for Mastercard at HERO McCann. All were built on strong human insights and brave clients willing to push a little further than ‘safe’. Massive credit to the teams involved.
3. What’s the biggest challenge you face in your role right now?
Staying focused on the fundamentals while the industry is moving faster than ever. AI, shrinking budgets, fragmented channels and constant content demands have created panic across the industry. In some ways, we’ve started overcomplicating things and forgetting the principles that have always made advertising effective: strong strategy, clear positioning, emotional connection and distinctive work. I recently heard Mark Ritson speak about this, and it was a great reminder that the fundamentals have survived for a reason.
4. What’s the most recent thing you’ve learned – professionally or personally?
Probably a reminder more than a new lesson: this industry has a very short memory, so you can never become complacent. You’re only as good as your last pitch, meeting, campaign, or client interaction. The moment you think ‘you’ve made it’, you’ve probably stopped listening, adapting, and improving.
Patience and humility matter more than most people realise.
5. What song best sums up your career so far?
Don’t Worry, Be Happy by Bobby McFerrin… or Where Is My Mind? by The Pixies. Depends on the week.
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