Posted on November 10, 2009


Managing Director, Idea Generation.


Hector lives in an old warehouse behind a wall of the world’s most interesting art books, prints and figurines.  He started Idea Generation as a side project when he was asked to help out on a few shows at his brother’s gallery in Camden.

10 years later he sits at the helm of one of London’s most adventurous and creative PR agencies.

He’s been the brains behind campaigns for everyone from the Manchester International Festival to Rankin to Frieze art fair itself (and most other cultural projects in between).

Not content with column inches, Idea Generation have recently launched their own gallery; comedy & film nights; a London-wide festival; and a million other amazing projects.

On leaving his corner of Shoreditch HP can be seen at the Capital’s theatres, art galleries, Emirates Stadium, pubs or parties. Alternatively you may find him looking, longingly, at pictures of otters!


Q.  How did you get to where you are today with Idea Generation?

A.  Blood, sweat, tears and never losing my vision.

Q.  What do you aim to achieve?

A.  To create an environment where creativity, organisation and efficiency work in harmony together under one roof.

Q.  What are you currently doing?

A.  Writing this… And our business plan for the next two years.  Oh, and pitching, lots and lots!  And then we are launching our latest offering, Idea Generation comedy nights, and Big Screen Big Laughs – the list goes on!

Q.  Your brother is Alex Proud (owner of the Proud Galleries in Camden), who effectively have you worked together in the past and what role do you currently play in each other’s professional lives?

A.  We actually do very different things that compliment one another perfectly.  We have stationed ourselves (without knowing it) in two of the most culturally rich corners of London and the two businesses benefit from their respective networks.  Currently, Alex is opening lots of new venues and I am concentrating on IG 2011.  So, in short, not a massive amount!

Q.  What gives Idea Generation its edge?

A.  Our network of wonderful clients, friends and our staff.  Especially staff; they are most hard working, creative and driven bunch I ever did meet.

Q.  What will be the next step for Idea Generation?

A.  An Otter sanctuary, hopefully… We are currently reviewing strategy and working out how best to react to the changing media landscape.  It’s an interesting time for a business like ours as we have to be malleable and able to offer an increasingly integrated service.  We are constantly looking at ways to reinvent ourselves, innovate and keep our offering fresh.

Q.  Out of Idea Generation’s sectors of expertise what do you feel most passionate about?

A.  It’s a perfect split between two – music festivals because I love their diversity, carefree vibe and summer and then public art projects like One and Other because they have the ability to spark inclusive national debate.

Q.  Please tell us more about the charities you’re involved with – UK Bali Bomb Victim Group, Warchild and Youthnet…  What do they have in common that made you want to be a part of it?

A.  We take on pro bono PR campaigns on yearly basis for campaigns that our close to our hearts.  The Bali Bomb Victims group was particularly close as I lost a great friend.  I also ran the marathon last year which was one of the most challenging things I’ve ever done…


Q.  You’re MrOtter on twitter…what’s the story behind that?

A.  As you may have now guessed, I love otters.  Odd as this may seem, I wanted to give the otter community a voice on Twitter.

Q.  First there was myspace, then facebook and now it’s tweeting…what will come next, smoke signals?

A.  I think Google Chrome will have a huge impact on the digital landscape as will digital newsrooms and the increasing trend in search engines becoming personalised homepages.  Maybe a mix of all three!

Q.  And the way art is displayed? Do you think it will stay in galleries or there will be a revolution in the way is being displayed to the public?

A.  I think galleries will always have a place in the public domain but interactive/immersive art is playing an increasingly more important role in this arena.  It’s all about the experience now, rather than looking at pictures on walls (though I do still love looking at pictures on walls!)

Q.  Do think there’s an easy way to stay in the public’s eye without using any social networking mediums?

A.  Yes, employ the services of the UK’s best arts and culture agency!

Q.  What do you hope to find/experience through your involvement in Pelime?

A.  Find other likeminded people who are able to add value to our company and share our vision.  I’d hope to get feedback on the way that we do things, both positive and negative and I’d like to add value to others’.

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