Pedro Avery, Booth Lockett Makin’s head of television, has secured
a seat on the agency board.
Avery entered the media world as an 18-year-old trainee TV buyer. He
will continue to oversee television at the agency, placing between
pounds 38 million and pounds 40 million of advertising for 20 BLM
His proudest moments at BLM include negotiating an award-winning
sponsorship of The Simpsons for his client Domino’s Pizza, and lining up
the online recruitment company StepStone to back all of Channel 4’s
The StepStone deal was the second biggest British television sponsorship
initiative of all time after Cadbury’s long-running sponsorship of
Coronation Street on ITV.
The 30-year-old also re-launched Blockbuster with a pounds 6 million
television advertising push in April. It was the first time the video
rental chain had advertised on the medium in three years.
Avery’s other clients include JMC, Hertz, Paramount Comedy Channel and
Avery’s first foray into media was at the full-service agency DMB&B,
which he joined in 1989, reporting to the then deputy media director Jim
Marshall (Marshall is now the chief executive of MediaVest).
Avery moved to J. Walter Thompson in 1992 as a senior media executive to
work on the Esso, Dulux and Jaguar accounts, rising through the ranks to
become associate media director.
He arrived at BLM three years ago and now oversees a team of three:
television manager Caroline Bamford, television executive Catherine
Ellis and graduate trainee Kate Dumbreck.