My Creative Hero: Laurence Bray
Laurence Bray is the founder of Double W Worldwide, an award-winning creative collective that crafts high-impact campaigns across advertising, media buying, and digital marketing. Partnering with brands committed to enhancing customers' mental, financial, and physical well-being.
As a former director at Stature PR, Laurence played an instrumental role during its acquisition by 4media group, one of the fastest-growing agencies in the U.S. according to the Inc. 5000 list, where he now serves as executive vice president in London. With a career spanning over 20 years, he has held roles with major names like Channel 4, Premier Comms, Twentieth Century Studios, Bandai Namco Entertainment, Taylor Herring, and HBO.
LBB> Who would you say is your creative hero?
Laurence> Isambard Kingdom Brunel. He was a true pioneer - someone who understood that to be great, you can’t just follow the blueprint, you have to rewrite it. In media, we’re often faced with the same challenge: we either churn out what’s expected, or we take a risk and build something that will outlast us. Brunel chose the latter, and that’s why he’s my creative hero.
LBB> How long has this person been important to you and what are your first memories of meeting them or coming across their work?
Laurence> Brunel has been a source of inspiration since I first started thinking about what makes work memorable. I distinctly remember seeing the Clifton Suspension Bridge after a Christmas lunch with my family as a child - there was no way to ignore its presence. That moment somewhat made me realise the importance of impact in creative work.
In advertising, it’s the same - we’re not just selling products, we’re crafting moments that people can’t look away from, just like Brunel’s projects.
LBB> If it’s someone you personally know, how did you get to know them and how has your relationship evolved over the years? If you don’t know this person, how did you go about finding to learn more about them and their work?
Laurence> I didn’t know Brunel, obviously, but to understand his genius, I’ve devoured books, documentaries, anything that dives into his process. What fascinates me is that Brunel wasn’t just about engineering; he was a master of storytelling.
Every bridge, every railway, was part of a bigger narrative that connected people, quite literally. We talk about ‘brand narratives’ and ‘customer journeys,’ but Brunel was doing that centuries ago - he understood how to engage and connect people on a grand scale.
LBB> Why is the person such an inspiration to you?
Laurence> What makes Brunel truly inspiring is his ability to challenge norms and rethink the world around him. He didn’t just deliver what was expected; he defied it. That’s exactly the mindset we need in advertising.
Too often, we settle for creative that works - but what about creative that surprises, disrupts, and makes people think differently?
Balancing this with what the client really wants can be tricky, but Brunel reminds me to always look beyond the brief, to cut through the noise, and avoid creating campaigns that become wallpaper in a world where nobody cares about your ad.
His designs revolutionised public transport and modern engineering - just as great creative work should revolutionise how people engage with brands.
I often think, "What would Brunel do?" He’d take risks, push limits, and leave everyone scrambling to catch up. Like when he finished the Great Western Railway and said, "You know what? Let’s extend it westward to North America with steam-powered, iron-hulled ships."
Brilliant.
I have a picture of him framed and consider it as one of the most important photographs of the nineteenth century. An icon and a fashion photograph in the truest sense.
'A License To Rock and Pop' by James Fry
LBB> How does this person influence you in your approach to your creative work?
Laurence> Brunel’s relentless pursuit of innovation reminds me that creativity is more than just a skill; it’s a mindset.
The temptation is always to play it safe, and that’s currently very much the trend, but Brunel didn’t play it safe. He built massive structures, solved impossible problems, and turned visions into reality.
That’s how I approach campaigns - always looking for the bold idea that hasn’t been done yet - even if it never makes it beyond the proposal stage, there’s a self-satisfaction in it.
Like Brunel’s audacity in proposing steam-powered ships after building the Great Western Railway, I ask myself, “What’s the next campaign leap?” Is it creative on a new platform such as Uber or Spotify, or is it in a partnership with a brand that introduces the client to a whole new audience?
LBB> What piece or pieces of this person’s work do you keep coming back to and why?
Laurence> The Great Western Railway is the piece of Brunel’s work I always come back to. It wasn’t just a railway - it transformed how people connected, much like how we aim to create campaigns that reshape how audiences engage with brands.
Then there’s 'The Isambard', the now closed faux pub at Paddington Station. Aesthetically? It was a disaster - like someone’s cardboard cutout version of a 'traditional pub', but on a train platform. Half-baked at best.
But in purpose, it was brilliant. It became the perfect spot to observe people in their natural flow, inspiring countless ideas for campaigns, songs, and just as importantly many a laughter with colleagues and friends. Watching the world go by in real-time gave me invaluable insights into human behaviour - fuel for creative thinking.
It wasn’t much to look at, but it sparked connections and ideas, much like Brunel’s work. A place that, despite its outward appearance, was all about fostering creativity.
