MEDIA: HEADLINER; The beer expert with much to live up to at the Media Centre

By JOHN OWEN, campaignlive.co.uk, Friday, 15 December 1995 12:00AM

John Owen considers Nick Theakstone’s importance to the Courage media task

John Owen considers Nick Theakstone’s importance to the Courage media

task



As he celebrates wrapping up the pounds 30 million Scottish Courage

media centralisation task for the Media Centre (Campaign, last week),

Nick Theakstone is able to reflect on what has been quite a year for

him.



Having gone quietly and effectively about the business of handling

Courage’s TV buying for the past ten years, the former BMP DDB Needham

board director has been subjected to a comparative whirlwind of events

in 1995.



First, in March, Theakstone’s fiefdom at BMP was threatened by the

arrival of Anheuser-Busch’s conflicting beer account. The UK agency had

not solicited it - Anheuser spends pounds 8 million compared with

Courage’s pounds 21 million, 80 per cent of which is on TV - but it came

in because of an international realignment into the DDB Needham network.



Then, just as BMP and Courage were struggling to find a solution to the

conflict, Courage was taken over by Scottish and Newcastle. It was

around the same time that Theakstone was attacked by a baboon in South

Africa. It never rains but it pours.



BMP finally gave up on Courage in September. Shortly afterwards, the

Media Centre - ironically the place that Anheuser-Busch had moved from

in the UK - picked up the Courage account.



What next for Theakstone? Unflustered by everything except the baboon,

which he describes as ‘one of the most frightening experiences of my

life’, Theakstone moved to the Media Centre to look after the Courage

account there instead.



Except - as he is at pains to point out - it wasn’t really that simple.

Leaving BMP after 11 years was ‘a wrench’. That said, he admits that he

was looking for a change. ‘There were few places I would have gone to

from BMP,’ Theakstone says, ‘but I had three in my mind and the Media

Centre was one of them.’



The two TV buyers, Phil Cresswell and Dave Jowett, followed him from

BMP. Once it became clear that the Courage marketing team under John

Nicolson was to take charge of advertising at the newly merged Scottish

Courage, it was odds on that the media work for the old Scottish and

Newcastle brands would move from CDP Media into Theakstone’s group at

the Media Centre.



So Theakstone was clearly a valuable acquisition. An expensive one, too,

you might expect. However, Theakstone is one of those old-fashioned

types who you believe when they say that money was not their prime

motivation.



Theakstone admits that earlier this year he had conversations with Sky

about taking on a senior sales role, for which, it is rumoured, he was

offered a six-figure salary. He turned it down.



For Theakstone, a rugby loving, 34-year-old who enjoys a few pints, the

Courage job is just about perfect. Who better to have as a client than

that legend of corporate hospitality, Nicolson? And where better to

enjoy the formidable Scot’s company than at the brewer’s facilities in

Twickenham?



It may sound trite to categorise a very successful business relationship

in this way. Of course, it goes much deeper than a shared taste for a

spot of ale and a rugby match. But when Theakstone describes Nicolson,

admiringly, as ‘a people person’, it is telling. Friends say the same

about Theakstone.



Indeed, even Gary Knight, an executive sales director at Laser Sales,

who has come face to face with him many times in the rather less

friendly environment of annual negotiations, pays tribute to

Theakstone’s personality: ‘He’s the last of the personality buyers left.

You always come out of it saying ‘that was quite enjoyable’.’



As TV opportunities become too varied for annual negotiations to cater

for, Theakstone is keen to embrace sponsorship, interactive ads and the

Internet. In doing so, Theakstone has been left with less time to spend

on his beloved golf course. He is part of a golfing syndicate that

includes the Media Business’s director, Paul van Barthold, Laser Sales’

chief executive, Mick Desmond, Steve King of Zenith Media and Live TV’s

Mark Taylor.



Tales of riotous post-round antics abound, but this one-time wild one is

said to have been calmed by his marriage to Jodie last year. He

describes the two of them as ‘very settled and happy’.



Yet the intrepid spirit that led Theakstone to run the New York marathon

in 1990 is still alive and kicking. He intends to run another marathon

next year. But whereas in New York he ran with his former BMP colleague,

Paul Mukherjee, this time he hopes to persuade his boss at the Media

Centre, the deputy managing director, Chris Locke, to take part. If he

can do that, Theakstone’s powers of persuasion will go down in industry

folklore.



Theakstone file



1984 HTV, sales executive

1984 BMP DDB Needham, trainee TV buyer

1988 BMP DDB Needham, buying group head

1990 BMP DDB Needham, TV buying director (with seat on BMP board)

1995 The Media Centre, TV buying director



This article was first published on campaignlive.co.uk

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