MEDIA ANALYSIS: HOW TO SELL TO SIMEON ADAMS - A Daewoo in the life of CIA Medianetwork’s account chief. By Ashley Davies

Simeon Adams took over the running of CIA Medianetwork’s Daewoo account last year, when the independent cut a swathe through a tier of management which resulted in the departure of Greg Grimmer, the car manufacturer’s former account chief.

Simeon Adams took over the running of CIA Medianetwork’s Daewoo

account last year, when the independent cut a swathe through a tier of

management which resulted in the departure of Greg Grimmer, the car

manufacturer’s former account chief.



Adams is said to be a rising star, and people are already quietly

tipping the 29-year-old for the top. He joined CIA two years ago from

the Network (the Ogilvy & Mather arm of what is now MindShare), where he

was a planner on the Ford dealer business. Before that he had been a TV

planner/buyer at Media Campaign Services.



Adding his other accounts -Wrangler and Hotpoint - to Daewoo takes his

budget up to pounds 25 million. Naturally, most sales people are

interested in Daewoo, and he hates it if they can’t pronounce it right.

It’s common courtesy, he says, especially if you work in the industry

and must have seen the ads. But if you haven’t, it’s ’Day-oo’. On a

similar note, make sure you get his name right. It’s pronounced

’Sim-ee-un’.



Complacency among media owners is one of the key upset for Adams. ’I

hate it when you have major media owners who don’t come and pitch to you

and don’t show any interest in your brand until they find three

double-page spreads in the competition. Don’t come running to me because

you’ve been lazy or complacent,’ he says.



He feels it’s the broadcasters, the biggest press owners, and the

national radio stations that are most guilty of this.



Another growl-inducing factor is when sales reps pretend to have an

in-depth, chummy relationship with his clients. ’Especially as I know

Daewoo has a cast iron policy of referring everything to me,’ he says.

So don’t even try that one.



But Adams seems to be quite decent about not wanting to come across as

’an arrogant media arsehole’. He’s pretty modest about his buying skills

and if you are, for example, selling fleet titles, he may refer you to

someone else who is more appropriate.



He likes media owners who are enthusiastic and passionate about their

products, particularly if he doesn’t know the product very well. He’s

also pretty keen on Motive’s Jayne Clark. So much so, he’s going to

marry her in May.





LIKES:



Product enthusiasm



Scuba diving



Supporting Southampton and watching Man United



Jayne Clark





DISLIKES



Reps saying they have a deep relationship with his clients



Media owner complacency



Reps who can’t pronounce Daewoo



Reps who can’t pronounce Simeon.