Brands controlled?
Autoglass and Laddaw.
What are your main priorities over the next 12 months?
To increase Autoglass sales in a declining market, while building a stronger brand to secure long-term profitable growth.
Agencies used?
UM for media, soon to be replaced by Starcom, Radioville and Elmtree Design.
What are the main criteria you use when selecting an agency?
An agency that shares the core values of our business, is passionate about making a difference and is ready to go the extra mile for us.
Any advice to agencies operating in an economic downturn?
No client will stop investing in advertising in an economic downturn if it brings a profitable return. Understand your client challenges, work with them to put strategies in place to achieve their objectives and help them to measure the impact of every pound invested. Finally, work with media owners, get them engaged and ask them to share the risk and reward with you and your client.
What role will media play in positioning the company in 2009/2010?
Media and advertising have become one of the most important drivers of our business, not only driving demand, but also helping us optimise our resources at different times of the year. All our campaigns use our own people, not actors - this allows us to run competitions and internal castings to find the new "Gavin" for Autoglass.
How has your career background prepared you for your current role?
Starting my career in FMCG gave me the chance to develop my strategic brand thinking and research focus, and six years in the airline industry forced me to toughen up. Autoglass has allowed me to focus on rigorous campaign measurement.
Which medium can't you live without?
Radio, the most undervalued media channel of all. The radio medium has the ability to help brands to drive sales and build all positive attributes for your brand.
