Lucky 13: Ed Preedy, GumGum | M&M Global

Lucky 13: Ed Preedy, GumGum

If you are Facebook friends with Ed Preedy, managing director of Europe at GumGum, then prepare to be offended.



1 – Summarise yourself in three words

“Loud, loyal and lumpy.”

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

“When I first started working in the media industry 20 years ago, it was seen as a good area to get into if you didn’t know exactly what you wanted to do. Times have changed though – for me and the rest of the media industry.

“Now, digital has revolutionised our world more than we could have imagined and made the role of the marketer absolutely crucial. I’m glad I made the decision I did way back when. If I hadn’t, I wouldn’t have had a front row seat for all the change media and marketing has experienced over my relatively short career, more than we’ve seen in the last century.”

3 – Describe your ideal client.

“I love clients that are passionate about their brands and about the role that they play in creating and evolving them.”

4 – Name your favourite ever campaign.

“As a kid I used to love the ‘Hofmeister Follow the Bear’ TV spots. More recently I really enjoyed the Netflix mobile and digital ads for the series, Narcos. They were interactive, edgy and utilised the digital opportunity.”


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

“Whatever the next one will be. I haven’t won that many, yet…”

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

“I always thoroughly enjoy listening to talks from Richard Eyre at the IAB. His ability to see our increasingly complex digital world from both the consumer and the advertiser’s perspective is something we all can learn from.”

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

“I tend to use Twitter a lot as I find my friends boring.”

8 – Where is your ideal meeting venue?

“Presenting to a packed boardroom.”

9 – What is your favourite restaurant?

“I like curry and the best I’ve ever had is at Zayna Restaurant in London.”

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

“What is hot is genuine creativity in digital, especially around display, and what is not is attribution models and systems that propel a lack of creativity in digital, especially around display.”

11 – Which industry buzzword would you ban?

“Tofu Burger. It’s not an industry buzzword I know, but if I had a penny for every time I’ve heard a media person saying they’re popping out for one at lunchtime…”

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

“Ten years is a life time in this industry, but I would like to think I will be working for a fantastically innovative company that is driving real value for advertisers, because that is exactly what I’m doing now.”

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

“Jennifer Lawrence.”


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