Claudia Collu, chief commercial officer, MainAd cannot wait until the industry gets over the use of ‘ad-blocking’, and would be delighted if Meryl Streep could play her in a movie based on her life.
1. Summarise yourself in three words
Spirited, resilient, daring.
2. What made you want to pursue a career in media and marketing?
My love for media and marketing dates back to my uni years when I was fascinated with traditional advertising. My encounter with digital happened almost by chance, although I immediately felt it was meant to be – as clichéd as that may sound. It was not the obvious choice for me, digital was the underdog back then and I came from an extremely competitive and career-driven business school environment. Almost a decade later and I still feel happy go lucky, almost enjoying the few dull moments as our ecosystem continuously evolves.
3. Describe your ideal client
A client that is invested, ambitious, and buoyant. I truly believe the best results are achieved by undertaking a consultative and collaborative approach.
4. Name your favourite ever campaign
It would be hard for me to pick one from the campaigns created by Italian photographer, Oliviero Toscani, he’s one of the greatest creative minds of our time. His work is controversial, timeless, and of pure beauty.
5. Which award win are you most proud of, and why?
The best tribute to my work must be the appreciation I receive from colleagues and partners as I strive to make a difference; mediocrity saddens me. Then of course I would be very proud to win a tennis tournament – out of passion more than anything else.
6. Who is the best industry speaker you have seen?
I admire MediaMath’s CMO, Joanna O’Connell – she is authentic, competent, and graceful.
7. Which is your favourite social media platform, and why?
Facebook. It’s a great success story, a universal platform that connects all aspects of life. I love the cross-generational, global, and personal nature of it.
8. Where is your ideal meeting venue?
I find that a restaurant makes the best place for meetings, it adds a sense of comfort and familiarity. Sharing a meal is always a great way to find common ground with a client, or colleague. Conversations can flow more freely, openly, and naturally and that’s important for any working relationship.
9. What is your favourite restaurant?
There are so many, it’s hard to pick just one! Right now, I’d have to say Lo Scoglio in Cagliari, my hometown in Sardinia – it serves excellent food and is located right on the water. There’s something special about eating amazing food close to where it originates.
10. What is hot in international media and marketing, and what is not?
Artificial intelligence and machine learning is definitely hot at the moment. We’re already witnessing how this technology can transform the advertising ecosystem through the constant advancements in algorithms and automation and will continue to see how AI provides the inspiration to move forward in times of constant change.
What’s not so hot is fake news. There’s no escaping the topic – from the US elections to the UK General Election it seems to be a recurring issue that content owners and producers are currently facing.
11. Which industry buzzword would you ban?
I would say most of them as they get overused and tend to lose sense of meaning and power. I can’t wait to get over “ad blocking” – good ads shouldn’t trigger blockers.
12. Where do you see yourself in ten years’ time?
Engaging in new and exciting ways of doing business. We’ve already entered the equivalent of the industrial revolution era in digital. AI will show horizons unthinkable today where greater automation of processes and their execution will leave more space for creativity. Also explaining to my kids what smartphones were and why they have disappeared. And I will of course still be taking notes on paper.
13. Who would play you in a movie of your life?
The eclectic and ever inspiring, Meryl Streep.