ANALYSIS: HOW TO SELL TO ... Michelle Steggles - At parties, Starcom’s group media director takes the biscuit. By Lexie Goddard

Having a heavyweight client like United Biscuits (McVitie’s, KP, Young’s, Linda McCartney, San Marco Pizzas) means Michelle Steggles sees her fair share of media owners, all gagging for a bite of the pounds 30 million budget she wields for UB - as well as her much smaller client, Hallmark Cards.

Having a heavyweight client like United Biscuits (McVitie’s, KP,

Young’s, Linda McCartney, San Marco Pizzas) means Michelle Steggles sees

her fair share of media owners, all gagging for a bite of the pounds 30

million budget she wields for UB - as well as her much smaller client,

Hallmark Cards.



The bulk of UB’s money is spent on TV, although the fmcg giant is

exploring posters and women’s magazines and will continue to do so next

year.



Steggles spent six years at Abbott Mead Vickers, then joined Leo

Burnett’s media department -which rebranded as Starcom in July - in

1996. She works a four-day week, having her hands full with Noah, her

one-year-old son, for the remainder.



Time, therefore, is precious. ’Working just four days means I don’t have

time to piss about,’ she says bluntly. ’I like people to be very

direct.’



While appreciating that campaigns need to be backed by ’sound strategic

thought’, Steggles prefers to see creative presentations, including

mock-ups of creative buying ideas and case studies, rather than reams of

statistics and numbers. It’s what she presents to clients and what she

expects to see from owners.



Her second piece of advice is to tailor your presentation to the brand

(Digestive eaters are a different breed to Jaffa scoffers) and talk up

your media (eg press) before storming in with your magazine. Finally,

think up ’out of the box’ ideas rather than rehashing the same old stuff

done by thousands of advertisers before.



’Any fool can place a page in a magazine,’ adds Steggles. ’I want to

take it further.’



If all that fails, take Steggles out for an Indian, Italian,

French ...



in fact, any kind of food will do. Which is probably why another way of

wooing her would be to pack her off to a health farm for the

weekend.



’I love being pampered,’ she confesses. ’I try to get as many massages

as possible.’



She also likes to fiesta with the best of them. ’Michelle is tough but

can also be the life and soul of the party,’ says Starcom’s joint

managing director Richard Beaven. ’She likes a drink and a good laugh.

Actually, she’s a bit of a ladette.’



LIKES

Curries



Massages



Case studies of previous campaigns and ’mock ups’ of your ideas



DISLIKES



Pissing about



Reps who don’t tailor their ideas to suit individual brands



Reps who assume you must advertise in their magazine.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).