Ann Ystén, chief executive of Perfect Fools and an M&M Global blogger, is dreaming of lounging on a deck-chair in a warm climate.

1 – Summarise yourself in three words. 

“Standard-challenger, competitive, transparent.”

2 – What made you want to pursue a career in media and marketing?  

“I have a degree in law and business administration. I ended up in marketing because I gravitated towards what I excelled at. Something that challenged both my analytical and creative abilities. It took a couple of years but now I have stayed in the industry for 20-plus years.”

3 – Describe your ideal client. 

“Transparent and brave.”

4 – Name your favourite ever campaign. 

“The ‘Fun theory’ for VW.”

5 – Which award win are you most proud of, and why? 

“Webby awards 2016 best retail campaign for Peak Performace – Catch Magic Hour. Because it truly integrated mobile, social and retail. Innovation and creativity at its best.”

6 – Who is the best industry speaker you have seen? 

“People who inspire me are rarely from the industry.”

7 – Which is your favourite social media platform, and why? 

“Instagram. Because it is still private/personal.”

8 – Where is your ideal meeting venue? 

“On a yacht. Isolation and inspiration combined.”

9 – What is your favourite restaurant? 

“ROKA at Charlotte Street. London. Great memories. Great food. Great noise.”

10 – What is hot in international media and marketing, and what is not? 

“Hot: combination of business understanding and tech/innovation. Not: TV scripts.”

11 – Which industry buzzword would you ban? 

“Influencer marketing. We have been doing it forever. It’s just the channels they use that are new.”

12 – Where do you see yourself in 10 years’ time? 

“In a deck-chair in a warm climate.”

13 – Finally, who would play you in a movie of your life? 

“Rebecca De Mornay. Because we look alike.”