My Media World: Karl Heasman

Karl Heasman, media director for Acentic Media started in the industry 24 years ago, is a frustrated actor, craves for the time of long lunches, and would never miss the Six Nations rugby.

Karl Heasman: media director for Acentic Media
Karl Heasman: media director for Acentic Media

I have worked in the media since…
1988 when I was fortunate enough to work in the US as part of my degree working for an advertising and media agency based in Boston.

I was attracted to this particular role because…
Hotel TV had been a passion of mine for a long time. Acentic (formerly part of Granada) was a client for 10 years prior to me joining the company.

Not many people know that…
I was an adrenaline junky and festival fanatic before calming down and having kids.

My worst experience in the media was…
When I was running a Sky media sales conference in Spain. It was going extremely well until the afterparty, where one of the salesmen swapped clothes with another guest and returned wearing nothing but a very skimpy g-string.

If there's one thing I've learnt in the media industry it's…
Always be nice to the junior media buyers and planners. They become senior industry players faster than you can imagine.

The best bit of media business I have been involved in was…
Launching a new video advertising medium in the US – video monitors in high-traffic locations such as train stations and fast food restaurants.

The one thing I can't stand in media is…
Its conservative approach to new opportunities, with media schedules having little or no flexibility. While this is easy to understand, particularly in the current climate, I would still love to see an increased willingness to embrace and try new ideas.

Outside of work I spend my time…
With my family, ferrying my young sons from one club to another and attempting to squeeze in a cheeky game of golf or tennis.

If I could do it all over again I would…
Study acting. Having pursued a career behind the camera and not in front of it, I have a sneaking suspicion that I might be a frustrated actor at heart.  

The one event I would never miss is...
The Six Nations Rugby.

If money were no object I would…
Travel and revive my passion for following festivals around the world.

The next 12 months will be…
Challenging, but also incredibly exciting to be launching a new media channel across Europe.

If I ruled the media world I would…
Give media planners more time and opportunity to explore and test new channels, and revive the extended "media lunch".

If I could switch places with anyone in the media world it would be…
Sir Martin Sorrell. While at Ogilvy & Mather as a graduate trainee, I gained some of my best insights into the industry. I'd love to go back and see it from his point of view.

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