Ann Ystén, chief executive of Perfect Fools and an M&M Global blogger, is dreaming of lounging on a deck-chair in a warm climate.
1 – Summarise yourself in three words.
“Standard-challenger, competitive, transparent.”
2 – What made you want to pursue a career in media and marketing?
“I have a degree in law and business administration. I ended up in marketing because I gravitated towards what I excelled at. Something that challenged both my analytical and creative abilities. It took a couple of years but now I have stayed in the industry for 20-plus years.”
3 – Describe your ideal client.
“Transparent and brave.”
4 – Name your favourite ever campaign.
“The ‘Fun theory’ for VW.”
5 – Which award win are you most proud of, and why?
“Webby awards 2016 best retail campaign for Peak Performace – Catch Magic Hour. Because it truly integrated mobile, social and retail. Innovation and creativity at its best.”
6 – Who is the best industry speaker you have seen?
“People who inspire me are rarely from the industry.”
7 – Which is your favourite social media platform, and why?
“Instagram. Because it is still private/personal.”
8 – Where is your ideal meeting venue?
“On a yacht. Isolation and inspiration combined.”
9 – What is your favourite restaurant?
“ROKA at Charlotte Street. London. Great memories. Great food. Great noise.”
10 – What is hot in international media and marketing, and what is not?
“Hot: combination of business understanding and tech/innovation. Not: TV scripts.”
11 – Which industry buzzword would you ban?
“Influencer marketing. We have been doing it forever. It’s just the channels they use that are new.”
12 – Where do you see yourself in 10 years’ time?
“In a deck-chair in a warm climate.”
13 – Finally, who would play you in a movie of your life?
“Rebecca De Mornay. Because we look alike.”