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
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
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.’
Attention to detail
Inventive sales pitches
Lack of enthusiasm.