Kevin Baverstock, head of sales at Granada Media, nominates Bob
Blatchford, the retired chief executive of London Media.
’Bob Blatchford is someone whom I disliked but at the same time admired
greatly. When I worked for him at London Media, he was an aggressive and
’It pains me to admit it, but every day I put into practice the things
Blatchford taught me.
He really understood the guts of the business.
’He taught me that media negotiation is not about how much space you
sell, but what you are selling. If you can’t show your clients how ads
improve product sales, short-term negotiation is irrelevant.
’He also taught me that you can’t be afraid of anyone - to reveal a sign
of weakness is as good as admitting defeat.’