Rory Gallery

I feel very much like a product of the environments I have been lucky enough to work in, and the people I have worked with. The best agencies teach you that this industry is not about sounding clever, it is about making things clearer. Over time, that shapes your instincts.

You learn that great work usually comes from simple thinking, high standards and lots of people caring enough to make it better. We have that in spades at Special, and being in that environment allows me to thrive. 

 

Yes, hugely. I came from a place where people value straight talking, humour, warmth and a good story, and that has stayed with me throughout my career. In advertising, it can be easy to hide behind jargon or try to sound clever, but Clare taught me that the simplest version is usually the most powerful one. 

So no matter what I’m working on, I try to be as simple as possible. Clare also gave me a strong sense of humility and belonging. However far I’ve travelled, or whatever I’ve been lucky enough to achieve, I’ve always felt that Clare gave me my compass. 

My son is five and he loves football, so I’ve spent a lot of time lately trying to teach him the basics. I can give him strong foundations: how to kick the ball, how to move, how to think about the game. But ultimately, the onus is on him to keep playing, keep practising and keep improving. 

I think there is a good analogy there with TU Dublin.

TU gave me really strong foundations, while also exposing us to a good mix of academics and people working in the industry, which made the learning feel practical and real.

But what I had to figure out for myself is that a career is built through experience. University can give you the start, the structure and the confidence, but the onus is on you to put in the hours afterwards. The more reps you do, the better you get. 

I initially thought I wanted to work in media or business management, but then I got to write a creative brief about encouraging young women to get involved in GAA, and I found it fascinating trying to understand what the barriers were. From there on, I wanted to be a strategist. 

My time on Guinness was probably the clearest example. On Made of More, we set out to apply proper effectiveness principles: consistency, fame, distinctive assets and patience. And it worked, with the platform going on to win multiple IPA effectiveness awards. It taught me that advertising success is not just about having a great idea. It is about giving that idea the time and discipline to compound

I think it would be unfair to single a place out. What has changed for me at Special is that my responsibility is not necessarily just to our clients, but also to helping build and shape the brand and reputation of Special, as well as ensuring the business is in a great place.

That has definitely evolved my skill-set. 

AI is an incredible support tool. It can help you move faster, explore more angles, stress-test your thinking and bounce ideas around. Used well, it can make parts of the process much more efficient. But I still think the risk is over-reliance.

I have yet to see it consistently provide the kind of original thought I expect from great strategists and creatives. 

Tom Brady once famously said that his favourite Super Bowl ring was “the next one.” I relate to that. I don’t spend much time dwelling on the past. The excitement comes from knowing there is always another problem to solve, another idea to make better, and another standard to try to reach. 

Outside of work, what’s something that people would be surprised to learn about you? 

When I was growing up, my brother-in-law's nephew, Stephen Farrelly, would often babysit me and my brother. He went on to become a three-time WWE World Champion, better known as Sheamus. 

What’s one Irish habit you’ve refused to lose since moving to New Zealand? 

Drinking a pint of Guinness, ideally with a bag of Taytos, which can be hard to find down here. 

If you had a free weekend back in Dublin or Clare tomorrow, where’s the first place you’d go? 

One of my best friends owns Friel's Pub in Miltown Malbay in Clare where I grew up. It is the perfect mix of ambiance, music, tradition and friendly faces. The best pub on earth. 

What’s your favourite way to spend a long bank holiday weekend? 

With my family, ideally near a beach or the ocean. Definitely out of the city. Getting out of Auckland for a long weekend reminds me a little of heading back to Clare from Dublin. It's always a good reset.