Paul Hickey, director of digital solutions at TwentyCi, answers M&M Global’s Lucky 13 questions.
1 – Summarise yourself in three words.
“Driven, inquisitive and positive.”
2 – What made you want to pursue a career in media and marketing?
“Fascination for new technology and the way to match needs against desire – the SMASH ad campaign with the tin Martians always intrigued me. The concept of making mash potatoes fun made me remember the brand.”
3 – Describe your ideal client.
“One that is open to new techniques.”
4 – Name your favourite ever campaign.
“Guinness’ ‘surfer’ ad – major impact visually with simplicity of message.”
5 – Which award win are you most proud of, and why?
“Now we have launched TwentyCi Digital I’m hoping we will get some trophies in the cupboard for exciting and effective programmatic campaigns.”
6 – Who is the best industry speaker you have seen?
“Facebook global marketing vice president Carolyn Everson gave a presentation on the changing role of media back in my Microsoft days. My key take away from the presentation was her passion and the detail she went into keeping the presentation light hearted. Exceptional.”
7 – Which is your favourite social media platform, and why?
“Mobile, for its accessibility.”
8 – Where is your ideal meeting venue?
9 – What is your favourite restaurant?
“I recently went to BAO in Fitzrovia, fantastic Taiwanese cuisine with great service.”
10 – What is hot in international media and marketing, and what is not?
“Transparency has been one of the key challenges facing advertisers, agencies, publishers and tech firms alike and it’s a passion at TwentyCi. I was on the IASH committee of the mid 2000s, where there was fear around lack of delivery transparency. A factual basis for delivery gives both the advertiser and the consumer the contextual confidence for dialogue.”
11 – Which industry buzzword would you ban?
“‘Traditional’ or ‘old media’. There is no such thing any more. Each of the platforms is developing at a rapid rate with programmatic mentality meaning more holistic reach of consumers – dump the silos.”
12 – Where do you see yourself in 10 years’ time?
“Delivering great results for advertisers with a hunger to know more about their customers.”
13 – Finally, who would play you in a movie of your life?
“I can’t see it myself, but a passing resemblance to Ewan McGregor has been mentioned to me – and I wouldn’t mind borrowing his motorbike while he’s filming!”