[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.”