ANALYSIS: HOW TO SELL TO ... - MediaCom TMB’s director of radio likes to watch a bit of rucking

Mike Hope-Milne is not your pretentious sort. Forget sipping champagne in the director’s box at Australia v France. Happiness for MediaCom TMB’s new director of radio is meeting a bunch of mates, scoffing breakfast in a greasy spoon, buying cheap seats at a Varsity match and going for a beer afterwards. ’I know it’s down-market,’ he says with a grin. ’But I really enjoy it.’

Mike Hope-Milne is not your pretentious sort. Forget sipping

champagne in the director’s box at Australia v France. Happiness for

MediaCom TMB’s new director of radio is meeting a bunch of mates,

scoffing breakfast in a greasy spoon, buying cheap seats at a Varsity

match and going for a beer afterwards. ’I know it’s down-market,’ he

says with a grin. ’But I really enjoy it.’



The half-Danish 32-year-old used to play rugby until injuring his arm

while snowboarding. The Media Nomads, captained by Western International

Media’s broadcast director, Richard Brooke, are keen to sign him up, but

he’s reluctant. ’I’m too old and damaged,’ he says. Sporting activity

nowadays is limited to tearing around Hampstead on his Triumph motorbike

or burning rubber in his, er, Mini Cooper (’please don’t put that

in’).



Hope-Milne joined Mediacom TMB in September as its first dedicated

director of radio. Clive Howse was doing the job and will still be the

agency’s radio ’figurehead’, but he was stretched because he had to

handle the enormous Universal account as well. The agency needed someone

to live and breathe radio.



Enter Hope-Milne, a one-time head of radio for Western International

Media, who had been made redundant from his role as group head at

Classic FM a month earlier.



It’s his job to be a central point of information on radio, keep

everyone up to speed on the industry and advise planner/buyers on radio

campaigns.



Hope-Milne is a rare breed of agency person. He’s friendly, approachable

and can influence a hell of a lot of buyers to take on your radio

idea.



’I am known as a nice chap,’ says Hope-Milne. ’I’m happy for media

owners to phone me about any opportunity and I’ll be helpful, but if I

find that trust is abused then forget it.’



Virgin Radio’s deputy sales director Lee Roberts cannot help but

agree.



’He’s a good bloke. No-one has a bad word to say about him. He’s honest

and he’s decent.’



If you really want a fail-safe method of impressing him, however,

pronounce the un-pronounceable rod grod med flode (red pudding with

cream) in Danish - at least it’ll give him a good laugh.



LIKES

- A good game of rugby

- A nice pint of Guinness

- Pub lunches

DISLIKES

- Poncy restaurants

- Too much make-up

- Reps who say ’go on mate, give us some money’



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