Analysis: How To Sell To ... - Dick Reed/Just Media’s account chief can’t keep out of the Fridge, Lexie Goddard discovers

Dick Reed of Brixton-based Just Media didn’t follow the usual path to agency land. He did a chemistry degree, fell in love with a French girl, followed her to France and got a job in a laboratory making paint for Peugeot and Citroen.

Dick Reed of Brixton-based Just Media didn’t follow the usual path

to agency land. He did a chemistry degree, fell in love with a French

girl, followed her to France and got a job in a laboratory making paint

for Peugeot and Citroen.



Realising he was not born to be a paint researcher, he said ’adieu’ to

France (and his jeune fille) and legged it back home.



Young and hungry for sales experience, Reed was hooked by a

’questionable’ exhibitions company - the kind that hands its employees

the Yellow Pages and tells them to get cold-calling.



Six months later he escaped to a contract publisher called Headway Home

& Law, then Alban Publishing and finally Spy Publishing, working on a

range of titles from Rad, the skateboard magazine, to Practical PC.

Because the titles were not ’top drawer’ or independently audited, he

got a hard time from agencies and ’hated’ selling to them.



Having said that, three years ago he ’jumped at the chance’ of working

for IT specialist Just Media. Founded four years ago with capital of

pounds 500, the agency now has a turnover of pounds 8.5 million and a

low-rent, open-plan office just off Brixton High Street. It prides

itself on using off-the-wall media like flyposters, taxis and railway

announcement boards to get clients like Peoplesound.com noticed. Last

year it projected internet service provider UUNET’s logo onto the BT

Tower.



Reed handles Tektronics, which makes colour printers, broadcast

equipment ’and machines like the ones that go ’ping’ in Monty Python’s

The Meaning of Life’. He also plans and buys for Creative Labs, which

makes sound cards for PCs, the e-business consultancy USWeb/CKS and

Mondus.co.uk, a site that supplies quotes for office equipment.



Out of hours you’re unlikely to find Reed in the gym or puffing around a

football pitch (’God no’). He can, however, often be found watching it -

especially if Arsenal are playing. Otherwise he’s decorating his new

house in West Norwood or jumping up and down to ’hard techno

trance’.



The Cornwall-bred director proposed to his wife in Brixton’s Fridge club

when they were both feeling a bit loved-up and now he can’t stop

clubbing. ’The wife hates it but I still go to Escape from Samsara on

Fridays,’ he admits.



LIKES

Trance

Sales people who do flatplanning

Folk who know when to stop selling

DISLIKES

Exercise

Cold calls on a Monday morning

Sales bids based on false claims



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