What led you to a career in media?

It was pure indecisiveness! I struggled to find what I wanted to do as a career initially, but there was always a spark there for the advertising industry. So, I started by pinpointing what I enjoyed and what areas of the advertising world I wanted to take a chance on. Discovering that I enjoyed working with numbers and had a deeper interest in the driving forces behind people’s behaviours, the world of planning and buying media seemed to tick all the boxes.

My first role was in MediaCom’s “Direct” department, where I worked with big brands, spending generously across a range of channels. It was a collaborative role and I had to work with departments across the agency, from brand planning to econometrics. This was a great grounding for me in the industry. I spent almost a decade working at big network agencies before joining MI.

What is it that you love about media and agency life?

Before embarking on my media agency era, I worked within an industry that was let’s just say… a lot less supportive. It worked off a blame culture and at times it was even a bit abusive – but luckily the media industry could not be more different. The vast majority of people are kind, they want to work collaboratively and help each other out when and where they can. So, I guess it’s the people that I love within the industry. Perhaps it’s the creativeness of the sector that fuels this. I have come across people who want to do the best job they can all whilst doing it in a personable and friendly nature.

What advice would you give to someone looking to go into the world of media?

 As it is such a varied industry, there is definitely something for everyone. My advice would be to decide which element of it you feel you will find the most interesting and get exploring it. It could be research, creative, data analysis, strategy or even something broader such as account management which gives you exposure to all the nooks and crannies of the industry. Make sure you don’t settle for a career or role that doesn’t fulfil your needs and desires of where you see your career path taking you. It is a long old road to retirement so find your niche, make sure you enjoy it and find people you enjoy working with. Sometimes that’s half the battle.

The other piece of advice I would give is, always be curious and interested. By being naturally curious, you will naturally go above and beyond to delve into the reason behind a result or a client issue. Making you more likely to be the person with the right answer. Even if your answer isn’t necessarily right, it’s always better to look like you give a sh*t. That impresses me as a team leader. Never assume someone else in the room already knows the right answers.

What mistakes have you learnt from the most?

It’s a cliché but communication is key! It is usually (not always!) better to communicate than to keep an issue to yourself. Particularly when it comes to an issue with a client. If a campaign isn’t performing, be transparent and inform them about what you are doing to rectify it rather than hoping that things miraculously turn around. If for some reason or another activity hasn’t gone live, explain the issue – don’t just hope the client won’t catch you red handed and discover the issue themselves. Communicating and working things through helps to build trust. This goes for all types of relationships between client, agency, media partners, internal departments and maybe even marriages. Free relationship advice right here.

Do you have a dream client or an ad campaign you particularly love?

A dream client for me isn’t necessarily about the brand itself or the space in which they operate and trade in. I care about working with clients who are ambitious, looking for a fresh strategy and willing to take risks. For example, brands that work with us on a multi-channel, media neutral basis and see the relationship as a collaborative partnership. As long as the work is evolving, refreshing and challenging, it could be any brand within any industry.