Lucky 13: Ben Cooper, HookLogic | M&M Global

Lucky 13: Ben Cooper, HookLogic

Ben Cooper, managing director, Europe at HookLogic thinks that the idea of ‘big data’ has run its course. It’s Lucky 13 time.


1 – Summarise yourself in three words

“Dedicated. Considered. Family-man.”

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

“My primary interests and skillsets relate to problem solving and how technology can make industries work in new ways, to be better. I saw – and continue to see – great opportunities for media and marketing to be simply better.

“The brands that are winning build real relationships with their consumers based on a two-way dialogue, create a genuine value exchange, and provide a service that delights. Marketing is a fundamental cornerstone in that paradigm and brands have so many opportunities to think in new ways to achieve their goals, both now and in the future.”

3 – Describe your ideal client. 

“Prepared to lead, prepared to innovate, and passionate about what they do.”

4 – Name your favourite ever campaign.

“I think the John Lewis festive season campaigns articulate their brand and connect extremely well with their target audience.”

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

“HookLogic recently won Best Native / Content Advertising Platform at The Digiday Signal Awards. Our team has worked incredibly hard over the past decade to build something new, special, and better, and is starting to receive recognition from both clients and industry bodies, which has been fabulous and very rewarding.”

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

“This is perhaps somewhat nepotistic or self-serving but I struggle to look past our CEO, Jonathan Opdyke. He may not be the obvious choice – I could point to people who have bigger personalities on stage – but Jonathan has a genuine point of view which is new and original, and has the great ability to articulate and take everyone on a journey with him (that they may not have been expecting to take!). His style is modest and humble and I believe these are great principles on which to lead and speak publicly.”

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

“Facebook reaches the masses and connects the young and old like no other platform has been able to emulate at such scale. As a company they have continued to innovate at an incredible pace despite their scale, which is something to be admired.”

8 – Where is your ideal meeting venue?

“I love meeting over food to combine passions!”

9 – What is your favourite restaurant?

“I’m in a red meat frame of mind today…. Smith & Wollensky.”

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

“I would point to several key trends. The increasing shift towards performance media in all its guises – which will only become more important in a fragmented landscape; the power of data and the progressive ability to use it in meaningful and value-adding (rather than creepy) ways; and the rise of ecommerce environments as a medium through which to reach consumers and close the loop on sales attribution.

“And of course not forgetting mobile; the glue that holds it all together and where a large percentage of innovation over the next five years will be focused, as marketing continues to centre around the individual consumer.

“What is not? Standing still.”

11 – Which industry buzzword would you ban?

“I think ‘big data’ has run its course – although it’s hard to argue with the historical effectiveness of simple adjectives in creating interest!”

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

“Using technology to solve problems and make things better. Still.”

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

“As disappointing as it is to write, Rick Moranis – whom my now wife claimed I bore a striking resemblance to when we first met.”


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