Which brands are you responsible for?
LOVEFiLM.com.
What are your main priorities over the next 12 months?
The emphasis will be on continuing to expand our membership, UK penetra-tion and traffic. There is also a great opportunity to expand our streaming Watch Online service.
Agencies used?
Creative Partnership for TV, press in-house, I-Level for online, Poke (creative), QPM and Rapp (direct mail).
How do you try to differentiate yourself?
Aided by a strong team, we have turned the company into Europe’s largest DVD rental subscription business, with more than 65,000 titles.
What role will media play in posit-ioning the firm in 2010?
The right balance of refined messaging, intelligent PR, appealing design and well-planned channel optimisation will be increasingly important over the next year. Success in these areas will ensure LOVEFiLM is positioned as an innovator in digital streaming, as well as highlighting our credentials as a popular and recession-proof business.
Any advice to agencies operating in an economic downturn?
The best advice is to remain close to your clients and look for innovative ways to help. Remember that they may be under pressure too, so help them and they will help you when the tide turns.
How has your career background prepared you for your current role?
I have gained a wealth of consumer insight from my blue-chip background as vice-president of Dell’s UK and Ireland operations, my time at digital education company Riverdeep and roles at Pepsi and Unilever.
What’s the one thing you should not tell Media Week?
Drive your agencies hard and align your goals to theirs when you agree on compensation.
