TVSquared chief executive officer and founder Calum Smeaton fills us in on a baker’s dozen of key questions.
1 – SUMMARISE YOURSELF IN THREE WORDS.
“Leader, innovator, kite-surfer.”
2 – WHAT MADE YOU WANT TO PURSUE A CAREER IN MEDIA AND MARKETING?
“My background is in the tech and e-commerce industries, where I helped to grow start-ups that happened to fall into the “big data” category. I’ve seen, first hand, how data can transform an industry. When I found out that TV advertising – an industry with global revenues of $193.7 billion this year – had no accurate or timely way to measure campaign success, I knew I could solve that problem with data-driven technology. I started TVSquared in 2012, which is how I landed in media and marketing.”
3 – DESCRIBE YOUR IDEAL CLIENT.
“Brands or agencies – regardless of size or ad spend – that want to make TV really work for them.”
4 – NAME YOUR FAVOURITE EVER CAMPAIGN.
“There have been so many creative campaigns in the last few years, but the one that jumps out is Budweiser’s Tiny Dancer ad that ran during the 2011 Super Bowl.”
5 – WHICH AWARD WIN ARE YOU MOST PROUD OF, AND WHY?
“I’ve been proud of some of the recent awards TVSquared has won, which recognise the company for its fast growth and disruptive technology, including the Northern Tech Rising Star and TechCities awards.”
6 – WHO IS THE BEST INDUSTRY SPEAKER YOU HAVE SEEN?
“Eric Schmidt, Executive Chairman at Alphabet.”
7 – WHICH IS YOUR FAVOURITE SOCIAL MEDIA PLATFORM, AND WHY?
“Twitter for business and Facebook for outside of work to keep up with friends and family.”
8 – WHERE IS YOUR IDEAL MEETING VENUE?
“Brazil. I can attend a meeting, walk to the beach and get some kite surfing in.”
9 – WHAT IS YOUR FAVOURITE RESTAURANT?
“Andrew Fairlie’s at Gleneagles in Scotland.”
10 – WHAT IS HOT IN INTERNATIONAL MEDIA AND MARKETING, AND WHAT IS NOT?
“Now that TV is an optimised marketing channel, advertisers are using same-day spot and response data to get true insights into their TV campaigns and, at times, actually using that information to optimise them in flight. Retrospectively analysing TV performance based only on ratings/audience data is quickly becoming an archaic practice.”
11 – WHICH INDUSTRY BUZZWORD WOULD YOU BAN?
“I’ve had enough hearing about how everything is ‘ground breaking’.”
12 – WHERE DO YOU SEE YOURSELF IN 10 YEARS’ TIME?
“Hopefully, on a boat!”
13 – FINALLY, WHO WOULD PLAY YOU IN A MOVIE OF YOUR LIFE?
“Leonardo DiCaprio, putting on an Oscar-worthy Scottish brogue.”