ANALYSIS: HOW TO SELL TO ... Greg Grimmer - The managing partner of Optimedia hates to take a day off

Put a glossy new ad campaign in front of Greg Grimmer and he’ll get himself all worked up. Grimmer, now managing partner at Optimedia, is a genuine enthusiast and self-confessed advertising junkie who still gets a fix from a well crafted 30-second slot.

Put a glossy new ad campaign in front of Greg Grimmer and he’ll get

himself all worked up. Grimmer, now managing partner at Optimedia, is a

genuine enthusiast and self-confessed advertising junkie who still gets a

fix from a well crafted 30-second slot.



But then the 34-year-old lives and breathes his work and takes a voracious

interest in every aspect of his industry. ’I’m one of the last true

generalists,’ he says, between sips of lemon barley water. ’When I started

out in 1987, we all did everything as they were the halcyon days before

media fragmentation.’



Despite this fragmentation, Grimmer boasts a varying portfolio of clients

ranging from Renault, Woolwich and Go to online companies such as Yahoo!

and Jungle. His largest account, Renault, was recently valued at pounds 70

million.



He joined Optimedia 15 months ago from CIA Medianetwork, where he was

client services director. Although he has a tribe of group planning and

buying directors at his disposal, Grimmer remains approachable, with a

’cosy’ management philosophy.



’We benefit from being a lean operation and don’t believe in hierarchies,

unlike some media agencies we know,’ he brags.



Grimmer operates an open door policy. He never turns people away but he’s

a stickler for the finer details. ’I find it aggravating when people come

in with a brilliant idea but forget to work out a budget. Or win an

account and forget to keep in touch with the client,’ he says.



Grimmer comes across as engaging and friendly. Ask him anything you like

and you can be assured of a lengthy, in-depth answer. He also has a habit

of littering conversation with quotes from his media gurus: ’as Christine

Walker said,’ or ’according to Martina King’.



Outside work, Grimmer, who is married with a three-year-old son, continues

to mix business with pleasure and makes no bones about the fact that most

of his best mates are in the game. ’If you don’t like socialising with the

people you work with then find another industry to play in. I love my job

because of the people in it.



He also denies previous trade press allegations that he’s a crazed party

animal who frequents the Notting Hill party scene. ’I’m a West London boy,

brought up in Surrey, and lead a quiet family life in Fulham - well, the

morning after a party anyway.’





LIKES



Attention to detail



Inventive sales pitches



Endless enthusiasm





DISLIKES



Sick days



Disorganisation



Lack of enthusiasm.



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