Just because Kirsti Wilson is 26 and looks younger doesn’t give you
the right to patronise her.
Internetland favours youth, which helps explain why Wilson is second in
command and head of interactive media at Outrider - Tempus Group’s
interactive arm. Her position gives her control of an annual spend of
around pounds 20 million, taking care of clients as diverse as
Nationwide, Ladbrokes, Direct Line and DHL.
She absolutely hates it when people talk down to her. ’The last thing I
want is to listen to some generic ’this is the internet’ presentation.
Cut to the chase and tell me how you can help my clients,’ she
Wilson is a bright, kinetic bundle of energy, who gets irritated by
’slow people’ (’on the Tube, at work, anywhere’). In her spare time, she
exorcises her frustrations by clobbering the hell out of squash balls.
She’s recently taken up the more sedate pastime of golf - although,
perhaps typically, she learned to play the game on a four-day intensive
Wilson doesn’t do lunch, except with people she genuinely likes. She
prefers to knock back a few beers with the team after work.
But do not assume she personifies the term ’work ethic’ - she freely
admits that come the weekend she has to stop herself from collapsing
like a wind-up toy whose spring has uncoiled.
Wilson started her career in programme research. When she was at TSMS
research division Paradigm, she wrote a scathing critique of deadly dull
Cornish detective series Wycliffe, explaining why it was losing
’I sent it to the production company and they actually changed the
programme,’ she says with a grin.
When Wilson joined CIA Mediavision in April 1998, the interactive
department consisted of just two staff. The agency that evolved out of
it has flourished and employs around 30 people.
In common with many of her agency peers, Wilson bemoans the lack of
experience and efficient service on the sales side. ’Many sales people
are too young, too green and overworked,’ she explains.
Any other advice? ’Yes - don’t come up with a good idea and then waste
it by e-mailing it to all of your agency contacts. We appreciate the
personal approach.’ You have been warned.
- Lively, passionate people
- Being patronised
- Boring lunches
- Dull, plodding people.