This week’s Lucky 13 interview takes a regal turn with Bryan St John, senior vice president, international, Integral Ad Science.

1 – Summarise yourself in three words.

“Trustworthy, kind, easy-going.”

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

“It fascinated me that this opaque black hole sat between buyers and sellers in digital media. The same thing was being bought and sold for completely different prices and no one knew why. Even more so, that the friction it caused was unnecessary and, better yet, solvable.

“We wanted to help bring products that promote transparency in the marketplace; create a rising tide to lift all boats and take one step closer to the promise of digital media and marketing. The industry is still not there yet, but we’re moving in the right direction.”

3 – Describe your ideal client.

“One who thinks long-term and pushes you to innovate.”

4 – Name your favourite ever campaign.

“Dos Equis – the ‘Most Interesting Man in the World’ series.”

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

“Integral Ad Science (IAS) winning this year’s I-COM Master Level Data Science Hackathon – it highlighted the great talent we have in our data science team.”

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

“Steve Jobs.”

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

“Twitter; it’s how I ingest my news.”

8 – Where is your ideal meeting venue?

“A local coffee shop.”

9 – What is your favourite restaurant?

“This little ramen shop in Tokyo I can’t remember the name of. Basically, wherever there is good ramen.”

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

“Hot: Transparency and trust – proving and measuring the success of digital campaigns.

“Not: Hyped-up startups that don’t have a sturdy foundation of great products.”

11 – Which industry buzzword would you ban?

“All of them. Bringing more clarity to what we do as an industry is best.”

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

“As a 45 year old, with my wife and kids having fun somewhere.”

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

“I’ve been told it would be Prince Carl Philip of Sweden. Not sure that’s possible.”