Gary Hoff, Sapient Interactive

Gary Hoff is Executive Creative Director Europe at Sapient Interactive. He has worked in digital and advertising for the past 16 years. At AMV BBDO he was the Digital Creative Director working inside the creative department. He was instrumental in changing the culture of the agency to think media-neutral and putting digital at the heart of the creative department. At AMV he worked with iconic brands such as Guinness, The Economist and many others, producing award-winning work.

His move to Sapient was by mutual attraction: "Sapient have some of the best technical delivery people in the world and they are very ambitious to expand creatively. They offer truly integrated technical and creative capability". Hoff works on brands globally such as Coca-Cola, Singapore Airlines and Unilever. He is passionate about moving marketing on to a useful and beneficial experience for consumers and away from top down control.

Before Sapient and AMV he worked with Miami hot shop ichameleon/group. Previous to this he set up and ran his own creative agency in London working with O2, Hitachi, Sony Ericsson, various record companies and CND.