Lisa Menaldo, UK managing director at Sublime Skinz, on why ‘learnings’ isn’t a real world, and dreams of that private vineyard in the South of France.

1 – Summarise yourself in three words.

“Approachable, flexible, open.”

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

“I was drawn to the industry because it’s fast faced and exciting, and it allowed me to combine my love of sales with my love of media. The industry is always changing and technology is always evolving. No two days – yet alone years – are ever the same.”

3 – Describe your ideal client.

“The best clients have a clear vision of what they want to achieve but are open-minded and flexible about how to get there. This helps us to build trusting and beneficial relationships, where clients are happy to incorporate our advice and expertise into their strategies.”

4 – Name your favourite ever campaign.

“My favourite campaign is the Budweiser ‘Wassup’ advert – it still makes me smile to this day! Another campaign I love is from SMA Nutrition, which shows women struggling with young children and then reassures them ‘You’re doing great.’ As a mum, I find it refreshing in its honesty and I am sure it strikes a chord with other parents too. I generally find ads with an emotional connection are the most memorable as they resonate with consumers.”

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

“Looking back at the awards Sublime Skinz has won, I am most proud of the ‘audience favourite’ at the Launch: Silicon Valley – World Cup Tech Challenge in 2014. Held at Microsoft’s campus in California, we competed in the Digital Media-Mobile category against start-ups from across the globe. Sublime Skinz had only launched two years ago so to achieve such recognition was an unbelievable achievement for the team.”

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

“The obvious choice is Steve Jobs – he was as brilliant as you would expect. However, a great speaker is dependent on many factors – for example, where you are at that particular moment in life and what you need to get from a presentation; when it all comes together a speaker can have a profound effect on your way of thinking.”

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

“For business, nothing can beat LinkedIn. For my home life, it’s Pinterest. It’s where I get my inspiration when I am working on personal projects or planning trips, and I find it refreshing that you don’t need to voice strong opinions or worry about who you are with or where you have checked in. It’s about appreciating beautiful things and collecting images that mean something to you.”

“The team can’t stand the word ‘learnings’ – it’s not a real word!”

8 – Where is your ideal meeting venue?

“A good wine bar! My favourite is the Library Bar in The Lanesborough Hotel, Hyde Park Corner.”

9 – What is your favourite restaurant?

“My favourite restaurant has to be Prés d’Eugénie.”

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

“The Nordic market is pushing the boundaries to outstanding effect. The digital out-of-home campaigns they are creating are some of the most inventive and effective I have seen. The Netherlands need a special mention too – they are innovating the industry faster than anyone else.

“Not so hot is the industry’s slow uptake on programmatic and programmatic solutions. Whether it be issues of scale, a fear of change or an inward- looking stance, some markets are missing out on the benefits programmatic can bring.”

11 – Which industry buzzword would you ban?

“Programmatic when used in the wrong context. It’s commonly used to refer to online advertising only, but it encompasses so much more, including TV, digital out-of-home, and radio. Also, the team can’t stand the word ‘learnings’ – it’s not a real word!”

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

“Still connected to the advertising industry, but watching from afar in my private vineyard in the South of France.”

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

“Joanna Lumley in her Ab Fab days, or someone equally as scatty!”