Katherine Munford, managing director at Data2Decisions, is looking for collaborative, forward thinking and brave clients

1 – Summarise yourself in three words.

“Optimistic, talkative, geeky.”

2 – What made you want to pursue a career in media and marketing?

“I undertook a BSc in Psychology because I was interested in understanding people, and the skills I developed in research methods and statistics helped me break into the world of marketing. Working in marketing effectiveness gave me the opportunity to use the analytical skills I had developed, and apply them in a fast paced and dynamic sector, where people are ultimately at the centre of everything.”

3 – Describe your ideal client.

“Collaborative, forward thinking and brave. An ideal client for me is open to trying new things, whether that’s exploring new innovative approaches to measurement or having the courage to change their marketing strategy based on data-driven insights.”

4 – Name your favourite ever campaign.

“I have a few. Always ‘Throw like a Girl’, because it’s a powerful grassroots campaign that tackles unconscious bias where it counts – at the very start.

“Marmite ‘Love it or Hate it’, because it embraces an undeniable product truth. And Cadbury ‘Gorilla’, purely because it’s original, fun and has a strong feel good factor.”

5 – Which award win are you most proud of, and why?

“Any of the 12 winning IPA effectiveness papers that we have co-authored over the years. Anyone who has entered the IPA awards will know how rigorous the process is in terms of proving effectiveness. Being asked to do this for some of the UK’s leading advertising agencies and brands has been a real honour.”

6 – Who is the best industry speaker you have seen?

“Matt Brittin, president of Google EMEA, because he’s down to earth, entertaining and relevant.”

“Ideal meeting venue? Anywhere that is cool and spacious that does a good Mocha”

7 – Which is your favourite social media platform, and why?

“Facebook is my number one because it curates news that’s relevant to my work, coupled with updates from friends and family. I jump on first thing in the morning to get up to speed. Also Twitter, and while I admit I was late to the party, I am making up for lost time (so follow me @Kath_Munford).

8 – Where is your ideal meeting venue?

“Anywhere that is cool and spacious that does a good Mocha.”

9 – What is your favourite restaurant?

“The Mango Tree, a Thai restaurant in Belgravia. I discovered the original one in Bangkok and have been a fan ever since.”

10 – What is hot in international media and marketing, and what is not?

“Hot: Total Attribution, or in other words media measurement and optimisation that connects online and offline media. This is very hot right now, with more and more clients ready to take the leap from focusing on the effectiveness of specific channels to holistic and connected measurement of the whole media ecosystem.

“Not: Bombarding consumers with irrelevant and intrusive ads that ruin the consumer experience and contribute to the increasing uptake of ad blocking.”

11 – Which industry buzzword would you ban?

“Any TLA (three letter abbreviation) in the data or digital space. There are so many. Ban them all!”

12 – Where do you see yourself in 10 years’ time?

“I am currently celebrating my 10 year anniversary at Data2Decisions, having joined the company in its start-up phase. And while a decade feels like a lifetime in an industry that is changing so rapidly, one thing I am sure of is that there will be plenty of new challenges and opportunities ahead.”

13 – Finally, who would play you in a movie of your life?

“Susan Sarandon. Great actress. She could cover all my major phases, especially my 80s and 90s highlights.”