The Famous Q&A ~ with Greg Hahn

Greg Hahn is the Co-Founder and CCO of Mischief @ No Fixed Address.

In under four years, Greg has transformed Mischief from a pandemic start-up into one of the most in-demand agencies in the US and beyond. The agency has been named Ad Age’s #1 Agency of the Year twice (2022, 2024), Ad Age Creative Agency of the Year (2024), Adweek’s US Agency of the Year (2023), and Campaign US Agency of the Year (2022 and 2023) — and was the only agency to feature in GQ’s Most Creative Companies in the World 2024.

In 2024, Greg himself was named Ad Age’s Chief Creative Officer of the Year and Campaign’s Creative Person of the Year.

Previously Greg was Creative Vice Chairman of BBDO Worldwide and Chief Creative Officer of BBDO New York, where he helped make it the most awarded agency globally, according to The Gunn Report.

Named among Fast Company’s “100 Most Creative People in Business” and Adweek’s Top 10 Creative Directors, Greg has won virtually every major industry honour — including multiple Cannes Grand Prix, Best of the Decade at The One Show, and two Emmys.

What’s exciting you most in your work at the moment Greg?

We’re launching something that may or may not be live by the time this comes out so I can’t say much about it yet, but it’s a project for the group Fuck Cancer called “Mark of Life”. This is a deeply personal movement for us, born out of our creative team’s own experience with cancer. Our intention is for this to scale as an evergreen movement to help survivors all over the world.

How do you see the future of the industry in the world of A.I? 

There will be more value on creativity and humans that can deliver brilliant breakthrough ideas and executions. AI is an amazing tool, but it’s also an enabler of more forgettable clutter. The need for standout ideas will be higher than ever. Just because it’s easier to create something doesn’t mean it’s easier to create something great.

The best bit of advice you were ever given? 

“Successful people do what unsuccessful people aren’t willing to do.” I read that in some hacky “How to Succeed” type book when I was just starting out. It has stayed with me ever since.

A brand you would love to add to your portfolio? 

Volkswagen.

As a kid, what did you want to be when you grew up? 

I wanted to be the next Eddie Van Halen. I soon learned the world was perfectly happy with the Eddie Van Halen it already had.

When you hit a creative rut what do you do? 

Just start creating. Momentum beats inspiration.

Share something surprising that people don’t know about you. 

Inside, I’m an extrovert.

Your last supper. What’s on the menu? 

Last night I had sushi. I’m writing this from a plane during the government shutdown when air traffic controllers aren’t getting paid. Let’s hope it’s not sushi.

A favourite campaign you worked on and a bit about it?

It’s very hard for me to pick a favorite because I have different feelings based on what I learned from the experience, how much I enjoyed it, and how I feel it turned out. But one of my top 5 is HBO Voyeur. The main piece was an installation in NYC. A projection on the side of a building at 1:1 scale that looked like you could see through the wall and watch all the people who lived there.

That entailed scripting and choreographing nine short stories that synched up and played off each other in realtime, in one take. We had an oline version where you could go to other buildings and spy those residents. It was like a five week shoot because we had to do a ton of stage rehearsal and also figure out a lot of tech that was at this time very rudimentary. Jake Scott did an amazing job with the film part.

What’s your guilty pleasure?

True crime. I’ve actually learned a few useful things from it. Like: Never go hiking. Your spouse taking out life insurance on you is a big red flag. If you have a lot of blonde telegenic friends and neighbors that would describe you as “someone everyone got along with” or having a bubbly personality, maybe don’t have any guns in the house.

If you could change one thing about the industry, what would it be?

The idea that success is a zero sum game. It leads to so much toxic behavior in the industry. People taking others down, questionable award show games, brutal politics etc.  That, and I would eliminate spec pitches.

Your biggest fuck up?

Allowing my spouse to take out a life insurance policy on me.

Most challenging brief you ever worked on?

Writing the first response from United Airlines addressing the tragedy of 9/11 a few days after it happened.

Your go-to karaoke song?

The first, and most likely, last time, I did karaoke was a few nights ago during our Mischief Cancún agency retreat. It was “Sweet Child O’ Mine” with Kevin Mulroy and Bianca Guimaraes. Per usual they did most of the heavy lifting.

Your favourite/most overused mantra, motto or saying?

“Don’t curse the wind, learn to sail.”

A person who inspires you is…

Banksy

One piece of advice for people considering a career in this industry?

For creatives, be a student of the craft and develop a love for strategy. Bonus answer: don’t try to be the best, be the only.

All-time favourite movie?

Pulp Fiction

What’s the weirdest brief you’ve ever been given?

Not too long ago we were approached by another competitive agency to pitch a rebrand for them. We declined.

What’s a habit you’re trying to break?

Chewing gum

The best decision you ever made?

Career-wise, opening an agency in the middle of a pandemic with two people I have never met in real life.

…and the worst?

I try to be very stoic about that. Bad decisions make good lessons. I now have my master’s degree.

What’s your creative spirit animal?

Cat, obviously

Who was the biggest influence on your early career?

David Lubars

One piece of industry jargon you’d happily banish?

Optimise. It’s so joyless.

One brand/marketing book that everyone should read?

“Alchemy” by Rory Sutherland

If you weren’t doing this job, what would you be doing instead?

Solving crimes.

The Famous Q&A