If you ever watched Live TV, you might have spotted Mark Taylor -
now venerable broadcast director at WWAV Rapp Collins Media - strutting
around as the news bunny on its weather channel.
’It was great fun,’ admits Taylor, ’although working for Kelvin
Mackenzie was enough to give you a breakdown. He was full of ideas and
energy but would call you up at whatever time in the morning and ask
what you were up to.’
After a couple of years as deputy sales director at Live TV, Taylor
moved into the world of below-the-line advertising.
He has spent the last two years at WWAV as broadcast director and now
manages a team of 30. His client portfolio ranges from major charities
such as Oxfam to companies such as Film Four, Chelsea Building Society
and Legal and General. Responsible for billings of pounds 15 million,
all his clients now use direct-response advertising.
’They know it works - it’s accountable. We charge on a cost-per-response
basis and quickly find out whether a media owner is working or not,’ he
It’s worth stressing this point, because one of the things that puts
Taylor’s nose out of joint is sales people who don’t realise what WWAV
is all about.
’There are so many naive sales people who pitch the same presentation to
Initiative, Universal and us,’ he gripes.
As far as the TV industry goes, Taylor’s favourite subject is
direct-response advertising. ’Traditional broadcasters need to wake up.
It’s all about customer relationships and marketing. Major broadcasters
don’t seem to realise that the worst thing you can do is to link the TV
to the internet box.’
He sings the praises of Flextech’s health channel, which has invested
heavily in customer-relationship marketing. He says his clients are
using more DRTV than ever.
Taylor is proud of many things, but his scooter and fund-raising
activities are top of his list. His son caught meningitis when he was a
year old and Taylor makes good use of his contacts by organising the
Meningitis Ball every year.
Happily married, Taylor’s wife Kim is Granada Media’s longest serving
member. He met the airtime manager 20 years ago at an MTV conference in
’It’s good to have a wife who understands the industry,’ he says
People who don’t listen
Naive sales people