Mel Cruickshank, Lida
campaignlive.co.uk, Thursday, 29 September 2011 08:00AM
Lida's chief executive reveals that advertising was a fall-back career after she failed to make it as the next Gwyneth Paltrow.
Name: Mel Cruickshank
Job: Chief executive, Lida
The reason I got into advertising was ... as a child, I was certain my destiny lay in Hollywood. Oddly enough, my university careers advisor didn't spot my potential as the next Gwyneth Paltrow, suggesting I should try being a librarian, a teacher or a social worker. I think I probably saw advertising as a halfway house.
The campaign I'm most proud of working on is ... the launch for the Mini Cooper. This essentially involved haring around Italy in a Mini, in the style of Michael Caine.
And the campaign I pretend I wasn't responsible for is ... it involved carpets, a shoot using the client's poodle and spending hour after hour in a mobile home full of people chain-smoking B&H.
My favourite campaign created by someone else is ... the "Ray Gardner" Blackcurrant Tango campaign. Absolutely on-brand and, even now, still edgy and irreverent.
The best moment of my career so far was ... the time at Lida has been pretty special.
While the most embarrassing moment was ... let's just say it involved a lot of alcohol, a client and a police line-up.
The best celebrity I've worked with on a campaign is ... Jonny Wilkinson on Travelex. The man is a god and I made sure my presence on that shoot was essential.
The person I'd most like to work with in the industry is ... not exactly in our industry, but I'd love to work with Steve Jobs. Anyone behind a brand that can simply do no wrong must be worth learning from.
The person who's had the biggest influence on my career is ... undoubtedly Lisa Thomas, the chief executive of M&C Saatchi Group.
The best piece of advice I've received during my career is ... go with your instinct.
If I wasn't working in advertising, I'd be ... married to Chris Martin. Or a librarian.
In ten years' time, I'll be ... on the cover of Vanity Fair, with my Oscar, for my role in Shallow Hal 3.
This article was first published on campaignlive.co.uk
- Digital Strategist The Little Black Book Agency £40000 - £50000 per annum, Manchester
- Senior Account Director Source £55000 - £60000 per annum, London
- Account Director - Senior Account Director Source £55000 - £60000 per annum, London
- Project Manager Source £45000 - £55000 per annum, London
- Shopper Marketing and Sales Promotion Account Handlers Source £30000 - £45000 per annum, London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Jaguar readies global campaign for F-Type launch
- Samsung strikes placement deal with The Wanted
- ITV and Channel 4 insist they will beat declining ad market
Pinterest takes big step towards working with major brands
It marks Pinterest’s first step towards associating images directly with brands and could be the beginning of a change on the social network that sees it become a marketplace as well as a site where people pin ideas of things they like or that inspire them.