Lucky 13: David Indo, ID Comms | M&M Global

Lucky 13: David Indo, ID Comms

David Indo, chief executive of ID Comms, pines for a view of the sea – and is fed up with ‘game-changers’. It’s Lucky 13 time.


1 – Summarise yourself in three words.

“Ambitious, committed, loyal.”

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

“I worked for a small independent media agency during the holidays whilst studying in Manchester and enjoyed it. After college I managed to convince the legendary Ita Murphy to give me a job at The Media Centre and that was it, I was hooked.”

3 – Describe your ideal client.

“My ideal client is an advertiser that sees media as an important lever for top-line growth, as opposed to seeing media as a cost to be managed down. It’s always a pleasure to work with someone who has a good perspective on the role media and their media agency can play in delivering business objectives.”

4 – Name your favourite ever campaign.

“The campaigns I love the most are the ones I’ve played a part in, and the first campaign I ever worked on when I joined Nike was called ‘The Secret Tournament’, developed for the 2002 Football World Cup.

“It had everything that you’d expect from a great Nike campaign: a simple and smart overarching idea and a platform that allowed for campaign longevity and consumer involvement. It was all delivered through a brilliant, anthemic piece of advertising, featuring  iconic sports stars performing amazing tricks to a piece of music that was genius in its selection.”

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

“I have always been completely indifferent towards industry awards, and have a healthy cynicism for the prestige associated with them. We were never allowed to enter awards at Nike so it may be that I’m just a bit upset never to have won any…”

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

“I continue to think that Steve Jobs was the most visionary and motivating speaker of our generation and nobody seems to be taking his place just yet. The difference between him and other big name speakers is that he actually did it. He built the largest company in the world based on some simple values and principles. He brought people with him, he was a great orator and communicator, he created a legacy we all still aspire to and will for many years, if not generations.”

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

“LinkedIn. It’s the only one I use.”

8 – Where is your ideal meeting venue?

“The Long Room at Lords, ideally during the Lords Test of an Ashes series.”

9 – What is your favourite restaurant?

“The Beachouse, Ibiza. Great setting, amazing food, good music. When I’m there, I have no desire to be anywhere else in the world.”

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

“Improved contracts, greater transparency and the desire to establish more open and trusting relationships between advertiser and agency is pretty hot. Barter is not.”

11 – Which industry buzzwords would you ban?

“‘Game-changer’, I’ve heard it said by every agency in almost every pitch I’ve ever managed.”

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

“Hopefully still actively involved in media, but working from somewhere with a sea view.”

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

“Ryan Gosling, if only to delight my other half.”


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