Greg Endean, commercial director at Sociomantic Labs, answers M&M Global’s famous Lucky 13 questions.
1 – Summarise yourself in three words.
“Ambitious, personable, hungry (in both senses of the word).”
2 – What made you want to pursue a career in media and marketing?
“I’d like to say a passion for the industry developed whilst pursuing my advertising degree – but that would be a lie. In truth, it stemmed from learning more about how to become profitable via online means. I wanted to know how to do that. From there, I started making sense of the mechanics behind digital media, how the pieces fit together, how the data informs, and now I’m here, all of a sudden passionate about all things digital.”
3 – Describe your ideal client.
“A risk-taker who understands that to achieve marketing excellence, you have to be willing to take chances, explore new ideas and push the envelope, so to speak. It’s always great when a client relationship develops into a partnership, and we’re able to collaborate and bounce ideas off of each other, both parties excited by the strategy set in place.”
4 – Name your favourite ever campaign.
“The old Um Bongo ads—awesome ad with an amazing soundtrack! I challenge you to read this and not start singing the song in your head. Marketing mission accomplished.”
5 – Which award win are you most proud of, and why?
“Our Performance Marketing award with British Airways for Best Use of Customer Insights. We worked incredibly hard to make the campaign a reality and to receive such recognition was fantastic.”
6 – Who is the best industry speaker you have seen?
“It would have to be Dave Naylor – it wasn’t exactly a talk, more of a heckle, but it turned into a fantastically disruptive conversation on SEO and made me rethink to way presentations should be delivered. Powerful stuff.”
7 – Which is your favourite social media platform, and why?
“Instagram by a clear mile. It’s much less ‘needy’ of my attention, compared to Facebook. Instagram’s stream of content is available to me when I feel like having a browse to pass time, yet it doesn’t make me feel like I’ve missed out on anything. Facebook, on the other hand, leaves me feeling outdated if I don’t check in and interact every few hours.”
8 – Where is your ideal meeting venue?
“I’m a big fan of off-site, informal settings. The more relaxed and comfortable everyone feels, the better the meeting generally goes.”
9 – What is your favourite restaurant?
“Bob Bob Ricard. They have a champagne button, for goodness’ sake! What is not to love?”
10 – What is hot in international media and marketing, and what is not?
“Personalisation will continue to be extremely hot – achieving true one-to-one marketing at scale is the Holy Grail as more brands are starting to harness their data’s potential to make this a reality. What’s not? Media impressions bought in bulk. With programmatic technologies so readily available now, why would you trade on context alone?”
11 – Which industry buzzword would you ban?
“‘Pivot.’ Look, just admit you screwed up and now need a new plan.”
12 – Where do you see yourself in 10 years’ time?
“Running an innovative ad tech company with the best I’ve found in the industry so far.”
13 – Who would play you in a movie of your life?
“Can’t believe you have to ask. Tom Hardy, Bradley Cooper or Ryan Gosling, obviously.”