COLIN GOTTLIEB - Chief executive, OMD Europe
What's the single hardest When I took the job in 2001, the
thing you've had to do in objective was to quickly turn the OMD
your current job? European family into a single,
effective network. Today our armoury
is considerable but back then we
needed to improve leadership in some
of the markets. Letting people go is
never a pleasurable experience.
What are you doing to resist We've been able to have sensible
the downward pressures on conversations with both procurement
margins in some markets? and marketing personnel. The
discussions are always tough but if
you have prepared a clear and robust
justification of your product, your
deliverables and your costs, the
outcome is usually fair.
What's the best piece of work I will receive heated phonecalls from
produced by one of your my colleagues around Europe asking
agencies in the past year? why their work wasn't mentioned. But
I've chosen OMD Latvia for its work
for the insurance company IF, which
involved dropping wallets full of
fake money in the centre of Riga.
Is client conflict becoming Yes and no. Yes, clients are becoming
less of an issue for you? more willing to discuss the issue of
confidentiality and how we are
structured to handle competitive
assignments.
The dynamics of the market have
resulted in clients wishing to look
for solutions where in the past they
didn't have to. It is still a highly
emotive subject and each case is
different.
Why is your network better We are a very young worldwide network
than the others? and have achieved success in a short
time. The OMD brand is now firmly
recognised and we have a wonderful
portfolio of clients and work. We
strongly encourage creative flair and
deliver what we say we'll deliver.
Our geographical reach takes some
beating and we have impressive
products and applications. We are
competitive but there is real warmth
throughout the network - a real sense
of one team.
What do you most dislike about I hate losing anything - pitches,
your job? existing business, our best people or
great candidates for new positions. I
thought it would get easier as I got
older. It gets worse. But the thing I
most dislike has to be the last
flight to London from anywhere in
northern Europe, during winter, on a
Friday night when the plane is full
and the flight badly delayed.
Which are your three most Are you kidding?
important markets and which
are your three most
troublesome markets?
Describe your media network's The management of OMD is entirely
relationship with its sister separate from the agencies but we're
advertising agencies. proud of our creative heritage. We
get to work with three of the world's
most creative agencies - BBDO, DDB
and TBWA, not to mention the enormous
creative talent within Omnicom's DAS
companies. You can assume our
relationship is culturally very
close.
What's the biggest challenge Technology has put media networks in
facing media networks over the the driving seat. It has already
next five years? affected the behaviour of consumers
and the structure of markets. Media
vendors and clients are trying to
keep pace with change. We are too,
but media networks are in a unique
position to link clients, their
brands, consumers and the media.
MARK CRANMER - Chief executive, Starcom MediaVest EMEA
What's the single hardest Swallow. International management
thing you've had to do in your demands it.
current job?
What are you doing to resist Identify what it is that clients
the downward pressures on really value, cut out the crap, then
margins in some markets? exceed their value expectations.
What's the best piece of work The Cannes gold for P&G Bonux from the
produced by one of your Lebanon was the best from my region. A
agencies in the past year? stunning example of media behaviour
creating an emotional social currency
out of a household function. I've
recently seen powerful work from
Italy, Norway and Poland - each
addresses different aspects of
clients' business and all excite me
enormously.
Is client conflict becoming In a consolidating industry the
less of an issue for you? disciplines of professional
confidentiality are more important
than ever and I've never worked in an
agency where people break that code of
confidentiality.
Why is your network better I think there are a number of strong
than the others? global networks emerging out of this
period of evolution. One is
represented in the adjacent column and
I think I'm lucky enough to work at
one, too. Starcom will continue to
thrive because it is genuinely
committed to an operating culture that
believes individuals' passion and
ability are more powerful than
prescriptive systems, processes and
tools.
What do you most dislike about My inability to get as many things
your job? done as I would like.
Which are your three most Most important are those I feel are
important markets and which furthest away from the product I
are your three most believe we should be creating. Most
troublesome markets? troublesome are actually the most
enjoyable because they keep pushing me
to add some value to them and thereby
justify my role.
Describe your media network's Familial.
relationship with its sister
advertising agencies.
What's the biggest challenge To create a coherent and compelling
facing media networks over the value proposition that goes beyond
next five years? Byzantine media-pricing-spreadsheet-
submissions.
