Lindsay McEwan, vice president and managing director EMEA at Tealium, likes his communications concise and to the point.
1 – Summarise yourself in the words.
“Tenacious, unorthodox, innovative.”
2 – What made you want to pursue a career in media and marketing?
“I’ve always been fascinated by why people buy, how they buy, and what a company can do to influence their decisions. And that is what media and marketing is all about, it’s the epicentre of business change: a scientific, humanistic area that is always changing and finding new ways of driving consumers to the moment of truth.”
3 – Describe your ideal client.
“An innovator, somebody who is willing to use data to try something different, such as identifying areas that could be improved to make substantial gains across multiple areas. I am a fan of both marginal and substantial gains, as long as accurate data is at the core of the process.”
4 – Name your favourite ever campaign.
“It has to be the Meat Pack ‘hijack’ campaign, which offered a 100% discount that dropped by 1% each second after being released — urging shoppers to run to the store. It was a great example of how data and mobile can be combined to drive action with an overt, gorilla strategy.”
5 – Which award win are you most proud of and why?
“Any award I receive that is voted for by my employees, because I am here to make them successful. Management can sometimes forget that running the show is a service to employees; what we are really here to do is give them the guidance, support and, if necessary, critique to fulfil their personal potential.”
6 – Who is the best industry speaker you have ever seen?
“Serial entrepreneur Elon Musk – as the founder of PayPal, SpaceX and Tesla Motors, his insight into innovative businesses is fascinating. I particularly enjoyed his discussion on Ted Talks.”
7 – Which is your favourite social media platform and why?
“Twitter – concise and to the point, just how I like communication to be.”
8 – Where is your ideal meeting venue?
“Somewhere that promotes inspired and challenging thought like Mercedes-Benz World and the Science Museum.”
9 – What is your favourite restaurant?
“I really enjoy Scott’s in Mayfair. It has a huge selection of fresh fish and the service is always excellent.”
10 – What is hot in international media and marketing, and what is not?
“Data is hot, unfounded opinion is not.”
11 – Which industry buzzword would you ban?
“Cadence. It’s just unnecessary. What’s wrong with efficient scheduling?”
12 – Where do you see yourself in ten years’ time?
13 – Finally, who would play you in a movie of your life?
“Ray Winstone. I think he’d be a refreshing change to the ‘Silicon Valley’ tech stereotype. He’d definitely be entertaining.”