ANALYSIS: HOW TO SELL TO ... MARK TAYLOR - WWAV’s broadcast director once liked dressing up as a bunny

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.

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

says.



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

Dublin.



’It’s good to have a wife who understands the industry,’ he says

contentedly.



LIKES

Passports

Hammersmith

Philanthropy

DISLIKES

Arsenal

People who don’t listen

Naive sales people