ANALYSIS: HOW TO SELL TO ... Sarah Harrison - Universal McCann’s cinema chief is a multilingual yoga expert, says, Lexie Goddard

It’s a tough life being a head of cinema. You’ve got to drag yourself to film premieres, sit through movies that us plebs won’t see for a month, make small talk with the likes of Tom Cruise and go on boring skiing trips to Verbier with Carlton Screen Advertising.

It’s a tough life being a head of cinema. You’ve got to drag

yourself to film premieres, sit through movies that us plebs won’t see

for a month, make small talk with the likes of Tom Cruise and go on

boring skiing trips to Verbier with Carlton Screen Advertising.



’Yeah, it’s a nice job,’ admits Universal McCann’s Sarah Harrison with a

grin. ’It’s also pretty friendly as it’s such a small industry. There

are only two cinema advertising companies - Carlton Screen Advertising

and Pearl & Dean - and you often have to use both to get the coverage,

so we know each other really well.’



Universal is the second biggest buyer of cinema advertising after Carat,

spending around pounds 9 million on the medium last year.



Around pounds 4 million of that figure was spent by the Central Office

of Information, which runs big cinema drives to find recruits for the

army and navy. She also lines up cinema campaigns for Bacardi, Sprite

and L’Oreal.



But the Bristol-born Clapham dweller doesn’t just do cinema. The rest of

her days are spent as media account director for Wickes conservatories

and kitchens, Nestle Foods, Panasonic and Air Canada.



In the final quarter of last year, Wickes Building Suppliers favoured

press with some radio, while Nestle brands Honey Nut Cheerios, Honey Nut

Shredded Wheat and Nesquick were advertised mainly on television.



For Panasonic’s television products, Universal bought television and

outdoor; and for Air Canada it snapped up TV spots mixed with some

radio.



Out of hours, Harrison loves to go travelling but she’s not a Bognor or

Benidorm girl. Trekking off to China and Russia via the Trans-Siberian

Railway or visiting Peru’s Machu Picchu - where she spent her honeymoon

in September- are more her style.



She speaks French, Russian, Italian, Portuguese and, wait for it,

Bulgarian, so it is more than likely that she can converse with the

natives.



The former CIA Medianetwork employee confesses to having a bit of a

’hyper’ personality. So when not working or exploring the globe,

Harrison tries to chill out with some wine tasting and yoga - one class

she attends more than the other. No prizes for guessing which.





LIKES



Cookies and cream Haagen-Dazs



Chilean Merlot



Yoga





DISLIKES



Folk taking themselves too seriously



Oakey Chardonnay



Arrogant sales people.