Lucky 13: Michael Greene, AudienceScience | M&M Global

Lucky 13: Michael Greene, AudienceScience

Michael Greene, vice president, product strategy at AudienceScience, takes centre-stage for M&M Global’s latest Lucky 13 interview.

Michael Greene

1 – Summarise yourself in three words.

“Curious, pragmatic, reliable.”

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

“I like working in industries where change is rapid and constant. I get to learn something new every day.”

3 – Describe your ideal client.

“Can articulate their priorities; measures success clearly and consistently; and owns their successes and failures.”

4 – Name your favourite ever campaign.

“The Economist’s ‘insect ice cream’ campaign. I usually dislike experiential campaigns, but this one worked. I subscribed on the spot.”

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

“Being on the tech side, we’re generally quiet and behind the scenes. Advertisers and agencies get the awards – and deservedly so!”

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

“My former colleague, Melissa Parrish, who leads the B2C Marketing practice at Forrester. She knows what she’s talking about and is a fantastic communicator.”

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

“Twitter. I’m not a sharer, but I’m always looking for news to read.”

8 – Where is your ideal meeting venue?

“Anywhere with a whiteboard and strong coffee.”

9 – What is your favourite restaurant? 

“In London: The Five Fields. Elsewhere: Mirazur in Menton, France.”

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

“In my ideal world (not actual reality), hot: unified, personalised customer experiences across advertising and other marketing channels. Not: trying to make every media buy transact like a TV buy.”

11 – Which industry buzzword would you ban?

“‘Premium.’ Value is relative and context matters. I remember when brands didn’t feel Facebook and YouTube were right for them.”

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

“Leading a team that’s changing an industry and moving fast.”

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

“One of the kids from ‘Stranger Things’. They’ll be in everything soon enough.”


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