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

nearest pub.



’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

accounts.



As well as Paul Smith, they look after Mulberry, the art website

Britart, the Goldmine Software Corporation and Tiny Online, their most

recent addition.



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

Versace, naturally.





LIKES



Italian clothes



Pampering himself



Absolut vodka





DISLIKES



Litter



Admin



One-dimensional sales people.



This article was first published on campaignlive.co.uk

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