Lucky 13: John Litster, Sky Media | M&M Global

Lucky 13: John Litster, Sky Media

Sky Media managing director John Litster caught up with M&M Global to answer thirteen hard hitting questions….

litster

1 – SUMMARISE YOURSELF IN THREE WORDS.

“Sharp. Succinct.”

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

“It was a social decision first and foremost. A few mates were also heading into media at around the same time, and it looked to have lots to recommend it: lively, sociable, competitive, and involving television and sport. My first impressions were accurate I’m glad to say, and media/marketing remains an excellent career choice for anyone drawn to those things. That said media/marketing is home to an ever-wider range of people and skill sets as digital, data and technological aspects have grown in importance, as have the levels of sophistication in sales and account management.”

3 – DESCRIBE YOUR IDEAL CLIENT.

“No two clients are the same, and it’s our job to find the perfect solution for every one of them. I find myself especially admiring the ones who really get to the heart of what they are seeking to achieve in marketing terms, and are open about their specific objectives; who listen to their agency but challenge them; and who will engage directly with media owners. The ideal client has or is developing a confidence about media and is willing to try innovations early, experiment with different approaches and above all invests where their advertising is most effective.”

4 – NAME YOUR FAVOURITE EVER CAMPAIGN.

“John Smith’s Burglar or dive-bombing ads with Peter Kay. Both made me laugh out loud repeatedly when I first saw them thanks to the ludicrous yet almost believable situations he created. I could have named 20 or 30 superb campaigns. Everyone has a list of favourite TV ads, or can conjure one up, and that sums up the power and popularity of the medium in a nutshell.”

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

“Sky AdSmart (the ability to target different ads to different households watching the same programme) has won a number of awards in the last two years and I’m very chuffed with them, because developing AdSmart was a long and difficult process. However I guess the one I am most proud of is Sky AdVance’s recent MediaTel gong for Best Technology. To offer advertisers interlinked campaigns across TV and digital really is advanced, and when expert judges endorse my team’s hard work in this way it does make me feel very proud.

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

“Rory Sutherland is in a class of his own. I like the way he imparts his knowledge with such authority and wit. He is like the industry’s professor.

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

“Talking, in entertaining company over a drink. It’s because I’m at my best in conversation rather than in text – something to do with being a human over 30 I suspect. That’s my personal preference, but I will tell anyone who’ll listen how social media has added an incredible dimension to media and marketing. TV works brilliantly with social media, with each amplifying the other. Agencies have poured client budgets into digital and social media, which is commendable if they’re working effectively but they often need to be fully integrated with television to work at their best. ”

8 – WHERE IS YOUR IDEAL MEETING VENUE?

“Royal Birkdale. It is steeped in history, it’s hosted the British Open 8 times, it’s a beautiful and challenging golf course and meeting there would be very exciting.”

golf

9 – WHAT IS YOUR FAVOURITE RESTAURANT?

“Sale e Pepe. I don’t want to say too much because it’s a small Italian in Knightsbridge, off the beaten track, and I won’t do myself any favours if everyone reads this and decides to give it a try. It’s a traditional trattoria, Toni welcomes you and makes you feel at home, and let’s say the food is just about OK. ”

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

“Partnerships are hot – getting the best out of a media owner and expending time and effort to find multiple ways to make the deal work hard.

“Just buying in bulk across territories is not hot – that is procurement, rather than media planning and buying. There’s a world of difference.”

11 – WHICH INDUSTRY BUZZWORD WOULD YOU BAN?

“All of them – buzzwords are usually used to make things sound better than they really are, by becoming flavour of the month or the latest fashion. That said, they can be used properly too: there are no good alternatives to ‘programmatic’ or ‘integrated’.”

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

“Good question, and I don’t know. I can think as far as a 5-year timeframe and that’s it, because the last decade or two has taught me that a lot can change and much of it is unpredictable. If I’m still earning my keep at Sky I’d be very happy with that; and if I’m not working I hope it’s because I’m having a great time instead with my family and friends.”

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

“Who wouldn’t?!  The list is endless but Damien Lewis is the front-runner because he is so keen to do it, and carries off strawberry blond with style.”

 

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