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Daryl Fielding

Daryl Fielding

Job

Commercial director

Company

Independent Newspapers

Work Telephone

+44 (0)20 7005 2101

Address

141, Marsh Wall, London, , E14 9RS

Born

Bournemouth.

Career highlights

Moving to The Independent in a change of career, leading the development of Dove's \"Campaign for real beauty\", creating remuneration model for Unilever adopted worldwide by all agencies, regaining Ford account for Ogilvy & Mather, 1997 General Election campaign, turning Vauxhall from ghetto account to agency's biggest award-winner.

Most cringeworthy moment of your career

Failing to get a script approved by a client until the morning of the shoot, resulting in the most wooden performances and contrived set-up ever featured in a Lloyds Bank commercial, and the benchmark was already pretty low.

Best thing about your job

Adding value with new ideas and championing entrepreneurialism.

Worst thing about your job

The unpredictability of the economic downturn.

Advice for a wannabe A Lister

Be brave.

If you could be anyone else in this business, who would it be?

John Hegarty, for creating an outstanding agency that has stood the test of time.

What would you do on a sabbatical?

A PhD in how self-esteem can be built in women.

Your USP?

Bravery.

What would you change about yourself?

My impatience.

Favourite media

Newspapers, travel magazines, Dave.

Favourite shop

Selfridges.

What’s the biggest lie you’ve told?

I don't lie.

How many toilets do you own?

Two.

What can’t you live without (apart from family)?

A nice hot bath.

Lowdown

Fielding's arrival as commercial director at a national newspaper puzzled some at media agencies, given her ad agency background. However, her planning-led approach is indicative of a new, thoughtful regime at The Independent and a recognition that it needs to sell in a different way to its rivals. So far, she seems to be doing pretty well.


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