Feature

This Is What I Do: Mike Colling, Mike Colling & Company

Managing director of direct response agency Mike Colling & Company.

Managing director of direct response agency Mike Colling & Company.
Managing director of direct response agency Mike Colling & Company.

What does your job involve?
Spending time with people. Listening, supporting, challenging, cajoling and leading our clients and staff through the media marketplace. I also spend time meeting new people who might help us deliver new opportunities for clients.

How do you spend a typical day?
Understanding what our clients need to drive their business forward, creating a culture where our team can problem-solve and innovate, and making sure they have the resources to deliver. Oh, and trying to have some fun.

What qualifications and experience do you need?
We compare ourselves to an academic institution. You need to be bright enough to hold your own in an argument, to share our philosophy that everything we do should create value for clients, and to be able to do something better than us.

Best thing about your job?
Seeing the transformation our work can have on clients' businesses. We are incredibly fortunate to work with clients who let us radically change their marketing activities.

And the worst?
The innate conservatism of many in the media owner world, who cling to outmoded businesses models when they are already dead.

What keeps you awake at night?
Absolutely nothing. I can hit the pillow and sleep immediately. But I will wake in the middle of the night having solved a problem I've been struggling with all day. It annoys the hell out of my wife when I'm jotting down notes at 4am, capturing an idea that would otherwise be gone by morning.

Who helped you get where you are?
I've been lucky enough to work with many talented and inspiring bosses, but two stand out. Jennifer Laing, former chief executive of Saatchi's, showed me the value of always being there for clients. And John Watson, my chairman for the past 15 years, taught me that the value of what we do isn't in the media campaigns themselves, but in the business value we create for clients.

Who do you aspire to be?
I am incredibly happy in my own skin. As I grow older I am becoming calmer, more measured and, allegedly, less didactic. I am enjoying the journey rather than seeking a destination.

Got an interesting job? E-mail harriet.dennys@haymarket.com

Topics