Mark Clisby, marketing director at UK-based digital services provider Yell, is feeling fed up with vanilla, untargeted promotional activity.
1 – Summarise yourself in three words.
“Bundle of energy.”
2 – What made you want to pursue a career in media and marketing?
“Marketing is far from the fluffy stuff; it is a critical part of business and I have always been interested in how marketing can drive business and commercial performance. I wanted to pursue a career in marketing to prove people wrong, especially those who have a negative perception of the industry; showing how good marketing drives the performance in your business and can show a tangible return on investment.”
3 – Describe your ideal client.
“Having someone who has a real understanding of the benefits of marketing, who is open to help and advice and has a good way of putting themselves into their customers’ shoes. That’s my ideal client. Essentially, if our customer doesn’t understand what makes their own customers tick, it makes it very difficult for us to make informed recommendations.”
4 – Name your favourite ever campaign.
“I love campaigns that combine brilliant storytelling, draw an emotional connection and strong branding backed by a great soundtrack. These are often the most successful, especially in the UK.
“My favourite UK campaign has to be ‘The Hare and the Bear’ by John Lewis. On an international level, you can’t beat the Coca Cola ‘Inside the Happiness Factory’ campaign to convey the whole consumer experience.”
5 – Which award win are you most proud of and why?
“The B2B Marketing Best Use of Creative Award, as this celebrated one of the first campaigns we had done in some time, with exceptional ROI, while helping to change brand perception. Overall, a phenomenal success.”
6 – Who is the best industry speaker you have seen?
“I would have to say Simon Sinek, particularly in his ‘Start with Why’ talk. This is all about presentation technique, engaging an audience, landing key messages and influencing people through the power of why. Incredibly relevant to marketing.”
7 – Which is your favourite social media platform and why?
“Facebook. What I am interested in is the level and relevancy of content. Aside from being a great informal communication tool, it is interesting to see the sophistication of Facebook advertising – the content is so well targeted that you wouldn’t even know it was an ad.”
8 – Where is your ideal meeting venue?
“The Google London office – I spend a lot of time there and it’s good to see and experience the creative environment and culture.”
9 – What is your favourite restaurant?
“Of the universal chains, Nando’s is my favourite for something hot and quick. When I’m looking after the wife, we go to The Boathouse in Henley, we both like this.”
10 – What is hot in international media and marketing and what is not?
“Hot: Marketing is the start of the customer experience. Marketing automation, customisation, personalisation and CRM are crucial for the ultimate customer journey.
“Not: Vanilla, untargeted promotional activity.”
11 – Which industry buzzword would you ban?
“Millennials. There’s always a real question about the definition.”
12 – Where do you see yourself in 10 years’ time?
“One day, I would like to broaden my skills and work in a leadership role within a large corporate. I have always wanted to run my own business, and the way in which my career has evolved, ultimately leading a corporate company is what I’d like to do in the future.”
13 – Who would play you in a movie in your life?
“I’ve been told that this would-be Tom Hardy. Like me, he’s adaptable and ruthless but underneath is a normal guy and a good laugh.”