Robin Clarke, managing director EMEA, SPORTS, at Starcom Mediavest Group, takes his chances with M&M Global’s Lucky 13.
1 – Summarise yourself in three words.
Driven. Dry. Ageing.
2 – What made you want to pursue a career in media and marketing?
I grew up following my Dad round the world doing it. It fascinated me from a young age and sparked an ambition to be just as successful. Not made it yet.
3 – Describe your ideal client.
A client that challenges us and allows us to challenge them too. Open dialogue and collective ambition to continuously improve and progress are the keys to a successful agency/client relationship. I’ll throw mutual respect in there too!
4 – Name your favourite ever campaign.
Airport football from Nike. France 98. Ronaldo and the Brazil team. I was 20, I was going to World Cup in France as a fan and it just hit me in a really good way. It was the first time I thought about football stars as global stars.
5 – Which award win are you most proud of, and why?
Agency of the Year at Cannes and Festival of Media last year. My department is one small part of a big engine. When all the parts come together they can create beautiful things.
6 – Who is the best industry speaker you have seen?
Easy. I saw James Curleigh, global president, brand for Levis talk at Leaders in Sport last year. Blew me away on changing a brand, a business and how it ventured in to the sports space with the naming rights for the new Levis Stadium in San Francisco; host of Super Bowl 50.
“I grew up following my Dad round the world doing it. It fascinated me from a young age and sparked an ambition to be just as successful. Not made it yet.”
7 – Which is your favourite social media platform, and why?
Tough choice between Instagram for personal, Twitter for work. I’ll go Twitter, as it’s been a mainstay for seven years.
8 – Where is your ideal meeting venue?
Anywhere high up in New York so I can stand at the window and look pensive in breaks! Our Manhattan offices goes up over 50 floors and the views are incredible.
9 – What is your favourite restaurant?
Burger Joint at The Parker Meridien New York. Super snazzy hotel and tucked behind reception is a very old school burger and fries restaurant. It’s tiny, dark, wooden and the burgers are outstanding.
10 – What is hot in international media and marketing, and what is not?
Helping brands (and rights holders) build social profiles of consumers. That’s critical right now.
Less critical but super trendy is what we’re all going to do with VR! Still niche but the amount of noise around it should see it scale to mainstream. 3D taught some harsh lessons though.
11 – Which industry buzzword would you ban?
Programmatic. I think 50% of the people who utter the word don’t fully understand it.
12 – Where do you see yourself in 10 years’ time?
Well when you’re happy in something you say ‘here’. So ‘here’ as long as the progression continues for the agency’s future and mine personally.
13 – Finally, who would play you in a movie of your life?
Several friends and my mum would say David Duchovny for aesthetic reasons less obvious to some. I’ll take Russell Crowe. We both peaked physically around Gladiator in ’00. Now we both have beards and are more and more outspoken. Yes he’s considerably older, but I reckon you’d struggle to notice if you saw us both on the 732 from Sunningdale in the morning.