David Indo

David Indo

Chief executive

ID Comms

Contact me
  • 020 3931 7969
  • idcomms
  • London, United Kingdom
My Character:
  • Charismatic
Work email


Bye-bye the decade with no name. What are you relieved to draw a line under?

The race to the bottom on media pricing, fuelled by the insatiable addiction that many brands have to squeezing more savings from media budgets. The over-commoditisation of media prices is doing irreparable harm to our industry.

What’s your biggest hope for the decade ahead?

That media’s role in acting as a critical lever in driving business growth becomes completely qualified and universally acknowledged by all brands. I want to see the value it creates understood and championed, not just by CMOs and CPOs but also at CFO and CEO level.

And what’s top of your professional to-do list for the 2020s?

Simplify the narrative and language around the media to make it more accessible to all business leaders. We have created a media world that is so confusing, with a language so baffling, that many brand guardians feel intimidated. They should feel inspired by the great opportunities.

You have to job swap with someone in our industry for one month. Who would it be with and why?

Mark Read, chief executive of WPP. I think he’s doing a remarkable job under extremely challenging conditions. A month behind his desk would remind me why I love my job so much.

Who is your best friend in the industry and why?

I’d have to say my business partner and co-founder, Tom Denford. We’ve worked together for more than 10 years and it feels like we’ve only just started. If he doesn’t share a similar sentiment, I’ll be having words.

What do you think the Friday feeling is?

Satisfaction that I’ve done all I can that week to provide value to our clients and to drive ID Comms forward. That’s combined with a sense of apprehension regarding the weather, as I’ll be spending most of the weekend standing in a muddy field somewhere in London watching my children play football.

Who or what would you put into room 101 and why?

E-auctions. No good has or will ever come from putting an agency’s media-pricing commitments and payment terms through such an unpleasant process.

If you could uninvent one piece of technology, what would you choose and why?

All e-sourcing platforms used to facilitate any form of communication between brands and agencies. For removing any semblance of humanity and charm from what is fundamentally a people business.

In the spirit of embracing failure… What has been your biggest screw-up?

The list is long and varied, but nothing terminal – yet.

What do you do to stay match fit?

Maintaining a strong sense of perspective with everything business related. Remaining curious and deeply interested in what's happening in our industry. When not at work, committing all of my attention and focus on my family.

What would be your darts walk-on music and why?

Nessun Dorma. It never fails to give me a sense of invincibility.

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