ANALYSIS - HOW TO SELL TO ... Mark Jarvis - Carat’s broadcast director is a tough nut with a soft centre

’Back in the TMD Carat days, I was known in the industry as the gorilla with the calculator,’ confesses Mark Jarvis, the 38-year-old powerhouse who sits at the helm of Carat’s broadcast department. ’The expression came about because I had developed a reputation for being something of an aggressive buyer. However, I’ve calmed down a lot since then.’

’Back in the TMD Carat days, I was known in the industry as the

gorilla with the calculator,’ confesses Mark Jarvis, the 38-year-old

powerhouse who sits at the helm of Carat’s broadcast department. ’The

expression came about because I had developed a reputation for being

something of an aggressive buyer. However, I’ve calmed down a lot since

then.’



Even so, Jarvis admits his style of conducting business still veers

towards the disarming. So it’s advisable to be well prepared before

knocking on his door.



’I’m a commercial buyer through and through. By that, I mean I’m

interested in making money, and lots of it. You can keep your media

glamour and golf courses, it’s the thrill of the chase that keeps me

where I am.’



Indeed, Jarvis has stayed at Carat for almost his entire career. He

started in TV sales in the early 80s and moved to Carat almost 15 years

ago as a buyer. A decade later, he jumped into Dave King’s shoes as

broadcast director and has headed an army of 67 planners and buyers

since 1998.



As the number two media agency in the UK, with an annual client spend

totalling pounds 300 million across TV, radio and cinema, it’s not

surprising that Jarvis adopts a hard-nosed approach to business.



He’s personally in command of the Central Office of Information account

and News International, both big spenders with the agency. Most of his

time is eaten up by balancing the needs of staff, clients and media

owners.



He also warns that he doesn’t succumb to bribery, although it’s worth

knowing that his favourite eatery is the Neal Street Restaurant, in case

he changes his mind.



Outside work, Jarvis is a fanatical rugby player, while on the soccer

front he supports Chelsea. He’s also a big family man who never goes on

holiday without his wife and three children. In fact, the Jarvis family

are off to Lanzarote next week for a quiet break.



After getting bruised on the rugby pitch, he spends the remainder of his

time ferrying the children to and from various sports clubs, dancing

classes and friends’ houses.



’You see,’ says Jarvis, ’I’m not just a tough lad. I might be a hardened

drinker and smoker, but I do have a sensitive side. I’m just a very

private person and keep my work and home life totally separate.’





LIKES



Family life



Rugby



Smoking





DISLIKES



Small-minded people



Pointless meetings



Dishonesty.



Topics