Seth Ridley goes under the Admiral spotlight to give us an insight into his world. Heading up Admiral Digital, Seth tells us how he relaxes and how digital now goes hand in hand with PR.
What do you do to relax?
I play sport. Pretty much any racket sport I can find time for. Currently that’s badminton where I play for the Northumberland Club team.
What is the best piece of advice anyone has given you?
Learn to be happy with yourself, or you’ll never be happy with anyone else.
What is your biggest challenge to date?
Fatherhood. Becoming a father for the first time is like an event horizon past where everything is completely different!
Who are your heroes, both in and out of business?
Jacques Cousteau is quite a legend in my mind, and is Ernest Shackleton. If you’ve ever read “South: The Story of Shackleton’s 1914-1917 Expedition” you’ll know why. I can’t think of many other people I’d consider a hero.
What is your favourite gadget?
My bedtime reading light.
What made you enter the digital world?
Flash. I saw one of the earliest Flash websites when I was working at Morgan Stanley and basically just self taught myself how to animate in Flash. That was a looooooooong time ago. Everything else flowed from there.
In your opinion, what is the most exciting digital development of the last 10 years?
I still think Virtual Reality is going to kick in properly sooner or later and while it’s clearly still emerging, some of the developments over the last decade have been staggering… at least in concept.
How can the introduction of digital aid PR campaigns?
Digital is really just another communications channel, and with so many people consuming media of all different types digitally now, there needs to a digital component to any meaningful PR campaign.
I wish I could give you something a bit profound here, but my favourite ever quote is “I love the smell of napalm in the morning” from the film Apocalypse Now. I have no idea why but it’s always stuck with me. In fact if you want to add Lieutenant Colonel Bill Kilgore to my list of heroes you may as well.