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
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.
Supporting Southampton and watching Man United
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.