ANALYSIS: How to sell to ... Kirsty Hutton. Total’s buying chief trains her boys with a damn good clubbing

Total Media’s fortysomething buying director Kirsty Hutton and her ’boy band’ of buyers have been hitting London’s club scene with a vengeance.

Total Media’s fortysomething buying director Kirsty Hutton and her

’boy band’ of buyers have been hitting London’s club scene with a


They’ve lived it up in trendy new EC1 club Fabric at Cartoon Network’s

Christmas do, and been to Heaven with Emap On Air - all strictly in the

name of networking. ’I’m still recovering from all the partying,’ Hutton

giggles. ’And there’s more to come.’

After losing her job as client sales director of IPC Weeklies in 1998,

Hutton feared her media career was over. ’I remember seeing a statistic

that claimed only 8 per cent of women in business are over 40,’ she


But Hutton just isn’t the cake-baking, This Morning with Richard and

Judy type. Think Diane Keaton on speed and you’re getting close.

Having started out as a sales executive on Radio Times in, ’er,

1975-ish’, Hutton joined Lintas and then CDP before arriving at the

media arm of DMB&B (now MediaVest) as a board director. ’I had money

coming out of my ears and a flash BMW, but was spending seven days a

week at work,’ she recalls.

Having turned 30 and yearning for a more settled existence, Hutton

joined IPC Weeklies as media services manager. Unfortunately, she

started just before a wave of redundancies hit.

But in this business, it’s all about who you know. Her husband (David

Walsh, a sales director at Time), while playing golf with Total Media

chief executive Mike Sell, mentioned his wife was looking for a new


Hutton joined the agency, initially on a temporary basis. She now runs a

small team of three buyers full time. Because Total Media is small and

specialises in handling launch-based advertisers such as Penguin and, the boys are all-rounders, although they have specialist


Dennis Perks, alias DJ Reign, for instance, knows a fair bit about

hardcore techno, while Richard Myers is the television buyer for all

Total Media’s clients.

Andrew Niven, a new recruit from the Women’s Institute’s Home and

Country magazine, is just chuffed to be on board. ’I sent Andrew to two

clubs, three parties and two lunches last week,’ Hutton says

mischievously. ’He thinks I’m OK.’




Sellers who make her smile



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Sellers who don’t enjoy their job.

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