Brands controlled?
Samsung.
What are your main priorities over the next 12 months?
Carving out maximum value in a deflationary media environment. Leveraging the increasingly dynamic media environment to ensure the where and when of marketing is treated as importantly as the what and the who.
Agencies used?
Starcom for media, Kinetic and IPM for out-of-home.
What are the main criteria you use when selecting an agency?
Breadth of network offices, range of planning tools and sufficient time with experienced senior personnel.
Any advice to agencies operating in an economic downturn?
Don't try and be all things to all people and solve the ROI riddle by yourselves. Focus on what you're good at and agree KPIs with clients that are tailored to your offering.
Most enjoyable campaign?
Variety for McDonald's, when I was at Leo Burnett, which had people driving 30 miles across country for Happy Meal toys, free Big Macs and Monopoly scratch cards.
What role will media play in positioning the company in 2009?
A very important one. Carefully orchestrated channels will build anticipation, awareness and recommendation of product launches, such as the Tocco Ultra Edition mobile phone and LED range of televisions.
How has your career background prepared you for your current role?
Quantum leaps in technology are putting media people front and centre, but I couldn't have done my current role at Samsung as a client-side media specialist without first having worked in a full-service agency (Leo Burnett), then as a consumer insight specialist and then a client (BSkyB).
Which medium can't you live without?
Mobile internet.
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