ANALYSIS: How to sell to ... David Jowett - You need a love of cricket to bowl over MediaCom’s VW chief

If you want to impress David Jowett, try waving Test match tickets under his nose. ’I’m a sad cricket nut’ confesses the super-tall sports fan. ’When I was at college I played every day - now I play weekends, although my wife only lets me play once.’

If you want to impress David Jowett, try waving Test match tickets

under his nose. ’I’m a sad cricket nut’ confesses the super-tall sports

fan. ’When I was at college I played every day - now I play weekends,

although my wife only lets me play once.’



The recently appointed account director for Volkswagen Audi Group (VAG)

is renowned for his love of the game. But if Test match tickets prove

illusive, he’ll settle for a skiing trip, a footie match or even a large

Thai curry. ’I’m your typical media boy - I love sport,’ he admits. ’I’m

a bit more new age maybe, but basically an average TV buyer.’



For an average television media man, Jowett has a hell of a lot of

responsibility on his shoulders. When MediaCom TMB won the VAG account

in January, it poached Jowett from MediaVest, where he was the deputy

broadcast director in charge of TV buying for Walkers and Associated

Newspapers.



VAG, which includes Volkswagen, Audi, Skoda and Seat cars, is one of the

agency’s biggest chunks of business (along with Smithkline Beecham,

Nokia and Direct Line). MediaCom is hoping the king-sized account will

propel it into second place in the media agency league tables, where it

can take on the likes of Carat and Zenith Media.



VAG spends the vast majority of its media budget on television, with the

remainder going on press, radio, outdoor, cinema and the internet (BMP

OMD handles VW’s web advertising while MediaCom oversees Audi’s) so it

looks like 2000 will be a busy year for the Hertfordshire cricketer.



In his new job, Jowett will also act as right-hand man to MediaCom’s TV

chief Mark Collins and run a team comprising Sally Brushfield, Dan

Crowley and the exotically named Garo Kerstalion. The television buying

division is made up of 20 staff and the agency is looking to hire four

more media planner/buyers.



So what does Jowett do at weekends when he’s not playing cricket? The

question is met with a long and painful silence. Jowett stares vacantly

at me with his blue eyes and a piece of tumbleweed blows gently across

MediaCom’s atrium. ’Attempting DIY,’ he says finally. ’My wife makes me

do odd jobs around the house but I’m crap at it. All my shelves fall

down.’





LIKES



Cricket



Integrated sales ideas



More cricket



DISLIKES



Not playing cricket



Sales people who do not return calls



The end of the cricket season.



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