April 13, 2017 AudienceScience

Lucky 13: Michael Greene, AudienceScience

[This article was originally published in M&M Global on April 13, 2017]

Michael Greene, vice president, product strategy at AudienceScience, takes centre-stage for M&M Global’s latest Lucky 13 interview.

1 – SUMMARISE YOURSELF IN THREE WORDS.

“Curious, pragmatic, reliable.”

2 – WHAT MADE YOU WANT TO PURSUE A CAREER IN MEDIA AND MARKETING?

“I like working in industries where change is rapid and constant. I get to learn something new every day.”

3 – DESCRIBE YOUR IDEAL CLIENT.

“Can articulate their priorities; measures success clearly and consistently; and owns their successes and failures.”

4 – NAME YOUR FAVOURITE EVER CAMPAIGN.

“The Economist’s ‘insect ice cream’ campaign. I usually dislike experiential campaigns, but this one worked. I subscribed on the spot.”

5 – WHICH AWARD WIN ARE YOU MOST PROUD OF, AND WHY?

“Being on the tech side, we’re generally quiet and behind the scenes. Advertisers and agencies get the awards – and deservedly so!”

6 – WHO IS THE BEST INDUSTRY SPEAKER YOU HAVE SEEN?

“My former colleague, Melissa Parrish, who leads the B2C Marketing practice at Forrester. She knows what she’s talking about and is a fantastic communicator.”

7 – WHICH IS YOUR FAVOURITE SOCIAL MEDIA PLATFORM, AND WHY?

“Twitter. I’m not a sharer, but I’m always looking for news to read.”

8 – WHERE IS YOUR IDEAL MEETING VENUE?

“Anywhere with a whiteboard and strong coffee.”

9 – WHAT IS YOUR FAVOURITE RESTAURANT? 

“In London: The Five Fields. Elsewhere: Mirazur in Menton, France.”

10 – WHAT IS HOT IN INTERNATIONAL MEDIA AND MARKETING, AND WHAT IS NOT?

“In my ideal world (not actual reality), hot: unified, personalised customer experiences across advertising and other marketing channels. Not: trying to make every media buy transact like a TV buy.”

11 – WHICH INDUSTRY BUZZWORD WOULD YOU BAN?

“‘Premium.’ Value is relative and context matters. I remember when brands didn’t feel Facebook and YouTube were right for them.”

12 – WHERE DO YOU SEE YOURSELF IN 10 YEARS’ TIME?

“Leading a team that’s changing an industry and moving fast.”

13 – FINALLY, WHO WOULD PLAY YOU IN A MOVIE OF YOUR LIFE?

“One of the kids from ‘Stranger Things’. They’ll be in everything soon enough.”