Lucky 13: Martin Kelly, Infectious Media | M&M Global

Lucky 13: Martin Kelly, Infectious Media

Martin Kelly, chief executive and co-founder of Infectious Media, answers M&M Global’s famous list of 13 questions.

Martin Kelly

1 – Summarise Yourself in 3 words

“Curious. Open. Oblivious.”

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

“I was always fascinated by advertising. All my friends went down the banking and finance route and I just couldn’t think of anything worse. I wouldn’t change it, you have to enjoy what you do as it’s such a big part of your life.”

3 – Describe your ideal client

“They have to be brave and must have conviction in their own beliefs. Being an independent agency, every client who has ever worked with us has had to have these two characteristics.

“Brave, because they’ve taken their business away from someone much bigger and much more established and given it to us. That’s a tough decision for anyone to make.

“Conviction, because we’re a programmatic specialist, so you have to think this is a fundamental shift in media buying to buy in to us.”

4 – Name your favourite ever campaign

“It’s hard not to think of one that I worked on. I worked on an O2 ‘Favourite Places’ campaign with Facebook in 2007 when it was just exploding. It captured the imagination of all the students in the UK and had hundreds of thousands of entries. It’s so rare to be able to see something have such a big impact, a great example of creative and media just working together. It was loads of fun seeing it turn into something bigger than anyone imagined.”

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

“Infectious Media won the Deloitte Fast 50 a couple of years ago as the fastest growing technology business in the UK. You build a business in a bit of a bubble so it was amazing to find out that you’re doing something pretty amazing when you’ve just been getting your head down and thinking about what’s right in front of you.”

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

“Sir Martin Sorrell. It’s an easy answer but he manages to boil down the world into very understandable chunks when he speaks. An incredible skill.”

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

“LinkedIn for work, Facebook for voyeurism.”

“The pace of change is rapid at the moment, about one year is as far ahead as I can think and even that is a bit hazy”

8 – Where is your ideal meeting venue?

“Coffee shop, early morning.”

9 – What is your favourite restaurant?

“The Paternoster Chop House. We went there when we got paid for our first actual piece of work for Infectious Media, there’s a real buzz that you can’t beat when you realise that just maybe you could be building something that could work as a business.”

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

“Programmatic is hot. It’s opened up a whole new central operating model for international brands.

“On the other hand, having 100-person agency teams spread over 20 countries is not. The world is changing and this is not the future.”

11 – Which industry buzzword would you ban?

“There are just too many to mention in programmatic. We’d do better as an industry if we toned down the bullshit just a little bit.”

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

“I’d love someone to tell me. The pace of change is rapid at the moment, about one year is as far ahead as I can think and even that is a bit hazy.”

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

“Ferris Bueller.”

Ferris Bueller

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