HEADLINER: Unconventional planner who prefers to make his own way - MindShare’s Nick Emery is pleased to be regarded as ’different’

Nick Emery has one leg cocked over the arm of his chair. It’s a sign, I think, that he’s a little nervous. But when I suggest he may be feeling less than comfortable with this whole interview thing, his sneer makes me feel like a few points have just been knocked off my IQ.

Nick Emery has one leg cocked over the arm of his chair. It’s a

sign, I think, that he’s a little nervous. But when I suggest he may be

feeling less than comfortable with this whole interview thing, his sneer

makes me feel like a few points have just been knocked off my IQ.



Silly me. Nick Emery nervous? No way. ’It’s the natural relaxation of

the new breed of management,’ Emery declares with the sort of

self-satisfied grin that makes me want to punch him.



As an example of media’s new breed, though, Emery cuts an encouraging

figure. The man promoted to strategic development partner, MindShare

Worldwide (Campaign, last week), represents a more creative side of

media.



True, some might add, the more egotistical and opinionated side of

media, for Emery seems to have earned himself a reputation for arrogance

over the years, ’Mr Ego’ is how one colleague fondly describes him. But

Emery takes pride in being different and it’s not difficult to see how

more conventional mortals might treat this with suspicion. Besides

which, he asks me not to be nasty about him in print, because he wants

to show this cutting to his mum.



His manner doesn’t help endear him to the slower-witted. He’s dismissive

of less imaginative folk, bored by more mediocre intellects not prepared

to take risks. On the other hand, he has a capacity to get genuinely

excited about media and advertising which is refreshing in such a jaded

business.



He’s touchingly proud, for example, to be on the government select

committee for Education.



But a conversation with the 32-year-old Emery is not something to be

engaged in lightly. In the months since I first met him, I’ve become

accustomed to locking wits whenever we speak. He questions everything

you say, making you think hard to justify even the smallest of

small-talk quips; I retire bruised and confused.



Then there’s his great capacity for literary quotation, which he

dribbles into conversations the way the rest of us blather ums and ahs.

His book collection contains most of my favourites, but it’s not a good

idea to discuss them with Mr Emery - he can remember all the characters,

has passages off pat and knows the author’s history. I just remember I

like them.



And he’s got an answer for everything, which he offers before you’ve

finished the question. His answers to my questions on MindShare elicit a

smooth professionalism. Media, he says, has become too divorced from the

heart of the marketing process, ’banging on about efficiency and

discount, rather than effectiveness and accountability. We want to bring

media back to marketing.’



So it’s no surprise that he’s been heavily involved with FastTrack (a

small intra-departmental group at Ogilvy & Mather which develops

strategies on creative work), and the WoW Factory (designed to help

clients use media in new and different ways). And it’s really no

surprise that, as it tries to position itself as the thinking client’s

media operation, MindShare’s chosen such a garish thinker as a

torchbearer.



This is not to imply that Emery is an intellectual colossus. He is quite

capable of talking bollocks, with a media planner’s ability to froth

nebulous statements that vaporise under scrutiny. Occasionally his

’cleverness’ turns out to be be just wanky pretension.



I must just quote you from his CV - his words (and bad grammar) not

mine.



’After graduating with a First from the University of Sussex, Nick spent

the perfunctory ’year’ out playing drums for the Jesus and Mary Chain

and the 14 Iced Bears; in and around Europe, as well as working in the

odd bar.’ Pretentious? Probably - but true.



And he is bloody sharp. Dominic Proctor, the chief operating officer of

MindShare, says Emery is ’incredibly imaginative’ in the way he thinks

about media and is unrestricted by convention.



I suspect this means that Mr Emery has made himself a few enemies along

the way. He’s certainly not afraid to challenge authority, ideas,

traditions. He may be irritating, but in a world of nodding dogs, it’s

edifying to be made to think about what you think. In professional

terms, Emery says that if someone’s not prepared to challenge

themselves, how likely are they to challenge a media plan? ’What I can’t

stand are people who offer off-the-shelf media solutions,’ he

sneers.



If I were a client, I’d love it (as long as my cost-per-thousand was

good). And as a media man, in the broadest sense of the term, this is

surely his strength - his refusal to tread the well-worn path. This

arrogance thing, this smart-alec stuff, is probably what he has to thank

for his promotion, because it drives him to be different. And so our

unconventional man inches up the conventional greasy pole.



THE EMERY FILE

1989

Country Homes and Interiors, sales executive 1989 KHBB, account director

1992

O&M Media, account director

1997

The Network Europe, deputy managing director

1998

MindShare Worldwide, strategic develpment partner



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