Guy Chiswick – managing director of Webloyalty and Jason Statham lookalike – answers M&M Global’s famous Lucky 13 questions.

1 – SUMMARISE YOURSELF IN THREE WORDS.

“Restless. Pragmatic. Energetic.”

2 – WHAT MADE YOU WANT TO PURSUE A CAREER IN MEDIA AND MARKETING?

“A combination of the products, the propositions and the people. I love that we deliver results, both from a media perspective, like shifting perceptions, units or products. But also the data and analytics side of things, so the ability to connect based on hard facts.

“The people are very important within this industry too; working together we deliver relevant, valuable experiences.”

3 – DESCRIBE YOUR IDEAL CLIENT.

“The ideal client is open, accessible and has a desire to grow their business with you. They need to share that aspiration to make things happen. And they should be good fun – you want to enjoy working with them too.”

4 – NAME YOUR FAVOURITE EVER CAMPAIGN.

“There are a number of Nike campaigns that I like, especially surrounding the World Cup. The one that really stood out, for me, is the secret tournament campaign in 2002 – the one with Eric Cantona on a ship and Elvis Presley playing in the background.

“More recently, EE’s cinema ads with Kevin Bacon have high production value with great people in them. They’re so contextual: you’d be sat there in the cinema, being persuaded by a phone company to switch your phone off.”

5 – WHICH AWARD WIN ARE YOU MOST PROUD OF, AND WHY?

“I won the long jump in year one at my school sports day. Then the following year I thought I was going to win again and completely fluffed it. So that, closely followed by a chair-curling event at the Webloyalty office Olympics this summer.”

6 – WHO IS THE BEST INDUSTRY SPEAKER YOU HAVE SEEN?

“David Buttress, the managing director of Just Eat. He was very impressive when I saw him present at a Retail Insider event earlier this year. I pitched to him when they were still a privately owned company in 2011 and he still remembered who I was. Despite his success he’s still got such humility and above all an in-depth knowledge of his business.”

7 – WHICH IS YOUR FAVOURITE SOCIAL MEDIA PLATFORM, AND WHY?

“It’s got to be LinkedIn. From a business and professional perspective it’s a great way of connecting with people and posting relevant content.”

8 – WHERE IS YOUR IDEAL MEETING VENUE?

“I’m in Amsterdam a lot for work, so I’d say the Hilton Double Tree by Central Station. They have a bar on the top floor, with floor to ceiling windows and amazing views over the city. The Shard and the Gherkin in London are also great venues because they’re so experiential. All three are such inspirational places to sit and have a meeting.”

9 – WHAT IS YOUR FAVOURITE RESTAURANT?

“St John in [London’s] Farringdon; its nose-to-tail eating. I’ve been going for thirteen years now and I can never go there without having the bone marrow and parsley salad. It’s just great and pretty unique.”

10 – WHAT IS HOT IN INTERNATIONAL MEDIA AND MARKETING, AND WHAT IS NOT?

“HOT – Everything is moving increasingly towards digital which means you can be more targeted and more relevant. Things are starting to connect now which is great.

“NOT – Delivery of advertising is not hot. For example, you might be able to plug into the computer of a buying platform and say, ‘Buy me these people at this point,’ but you have to ensure it actually gets delivered and then make sure you’ve got great creative at the other end. At the minute, the different elements aren’t talking to each other. I think we’re still a long way off being able to join these things up effectively, but it is happening, slowly.

“Retail is a great example of where this is working. Retail sites are creating exciting media models because they deliver relevant price point messaging at that moment of truth: when someone buys something. If someone’s on a retail site, they’re in a shopping mind-set. Whereas if you target someone who went to a shopping site within the last 24 hours and you’re doing so via their Hotmail, that’s not going to have any effect. If you get them when they’re in that shopping flow, or having just shopped, you can be really relevant and targeted.”

11 – WHICH INDUSTRY BUZZWORD WOULD YOU BAN?

“I would definitely ban ‘ad-blocking’. There needs to be a grown up conversation about it and why we have it. It exists because there’s some really poor creative out there which isn’t relevant. If you get the creative right, then you won’t need ad-blocking – simple.”

12 – WHERE DO YOU SEE YOURSELF IN 10 YEARS’ TIME?

Running Webloyalty’s Caribbean outpost and strictly adhering to the shorts and flip flops dress code. Failing that, continuing to work with curious, ambitious and fun people like I do now.

13 – FINALLY, WHO WOULD PLAY YOU IN A MOVIE OF YOUR LIFE?

“Jason Statham purely for the hair and beard likeness but he’d have to explore a new direction in his acting career and steer away from beating people up all the time – I don’t do that.

“I’m a huge fan of Michael Caine, so I’d like him to play me.”