HOW TO SELL TO ... Red Media’s group head is in touch with his feminine side, writes
By LEXIE GODDARD, campaignlive.co.uk, Tuesday, 29 August 2000 12:00AM
Jerome O’Regan has an Irish surname but it’s his Italian grandfather he takes after.
Jerome O’Regan has an Irish surname but it’s his Italian
grandfather he takes after.
With those curly black locks, the sculpted cheekbones and his love of
Italian designers, you half expect him to scream ’vaffanculo!’, slam
down the phone and flounce off at any moment.
O’Regan also justifies his Latin roots by being into self-grooming, when
most media males are obsessing about escaping to the golf course or
’If there was a Sanctuary for men, I’d be there,’ he says, with the arch
of a shapely eyebrow.
The group head even hired an Italian teacher to help him swot up on the
language so he could do a deal for his client Paul Smith.
O’Regan booked a megasite on the Via Minzoni - Milan’s equivalent of
Oxford Street - to promote the opening of a Paul Smith store. ’The site
just happened to be facing Armani,’ he sniggers.
O’Regan is one of two group heads at Red Media - the other being Shifra
Steinberg - who oversee more than pounds 11 million worth of
As well as Paul Smith, they look after Mulberry, the art website
Britart, the Goldmine Software Corporation and Tiny Online, their most
And in addition to overseeing outdoor, television and press buying,
O’Regan’s been doing a fair bit of online work lately.
But internet sales people beware, he’s keen on buying on a
cost-per-customer basis, whereby media owners only get a cut if a surfer
clicks through to a client’s site and buys something.
Although he earned his first pennies posing for his father, who was a
painter, life was not always so glamorous for O’Regan.
He started out in the classified department of Girl About Town, trying
to get the psychics to cough up for their small ads. ’Sometimes they
offered to read my palm as payment,’ he remembers.
Luckily, Dennis Publishing came to the rescue and O’Regan helped launch
PC Pro, later moving to Carat Business where he planned and bought for
the likes of Dell and Apple.
O’Regan insists he takes all calls from sales people but if you really
want to schmooze him, he fancies visiting the Grand Prix in Monaco
followed by a night at the casino. He’ll be dressed in Armani, Gucci and
One-dimensional sales people.
This article was first published on campaignlive.co.uk
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