Atomic 212° Asier Carazo: “Better Briefs Equal More Interesting Work, Happier Clients & Happier Agencies”

Atomic 212° Asier Carazo: “Better Briefs Equal More Interesting Work, Happier Clients & Happier Agencies”
B&T Magazine
By B&T Magazine



What better way to get to know Atomic 212°’s national head of strategy, Asier Carazo (lead image), than B&T’s all-probing 20 questions…

  1. What’s your current role?

I’m the national head of strategy at Atomic 212°.

  1. Describe what you do in one sentence?

I run a team of incredibly smart people and find solutions to our clients’ problems via smart use of media.

  1. The best thing about 2023 so far?

Probably the best thing is what didn’t happen: a catastrophic recession. We’re almost halfway through the year and we still haven’t had that horrible recession that many were predicting almost a year ago. Fingers crossed it doesn’t happen!

  1. One thing you’d do to change your industry for the better?

Briefs. It’s a personal crusade. Better briefs equal more interesting work, happier clients and happier agencies.

  1. What makes you mad?

When someone says “We’ve always done it this way”.

  1. What makes you happy?Flying home from any work trip.
  2. How would colleagues describe you?

Passionate, smart and empathetic.

  1. How would you describe your colleagues?

Committed, caring and brilliant thinkers.

  1. Favourite industry hero?

Rory Heffernan, Atomic 212°’s National MD. I feel so lucky to work alongside him every single day and he’s by far the person I respect the most in this industry.

  1. Your one career regret?

No regrets to report so far.

  1. Your biggest career tip?

Care and show you care, no matter how senior or junior you are in your career. Care is the best gift you can receive from others and the best gift you can give. Seek out people who care. Surround yourself with people who care. Allow yourself to care as much as possible because caring is the most rebellious, respectful and rewarding act you can partake in today.

  1. Best stress reliever?

A long walk along the Yarra Bend park with my partner Nick. The walk often includes chatting about making crazy life plans such as moving back to Spain and building a house in the countryside together.

  1. Dream holiday destination?

Menorca, in Spain’s Balearic Islands.

  1. The one book you’d recommend?

Creativity Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull.

  1. If you weren’t doing this what would you be doing?

I would probably be a commercial airline pilot; I’m obsessed with civil aviation.

  1. Where will you be in 10 years’ time?

I have no clue and I love not knowing where I’ll be. If you asked me 10 years ago, I probably would have never said I’d be in Australia. The beauty of this industry is the opportunity to change and reinvent yourself.

  1. The one technology you just don’t understand?

NFTs.

  1. Your most embarrassing media addiction?

Watching Selling Sunset. I’ve never been into reality TV but there’s something about that show that stimulates my brain in the most bizarre way. I can’t wait for season 4!

  1. Go-to karaoke song?

Despechá by Rosalía.

  1. Do you replace the milk in the staff fridge?

Yes, always. Of course.

 




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Asier Carazo Atomic 212

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