Matt Shepherd-Smith: My Life In Media
'Japan wasn't awash with English TV, so I knew all about Japanese endurance programmes long before Chris Tarrant did'
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Your support makes all the difference.Matt Shepherd-Smith, 38, is the CEO of the TBWA\London advertising agency, which counts Apple, PlayStation, Nissan and Masterfoods among its clients. After growing up in Japan, he has enjoyed a rapid rise through the ranks of British adland. He still dreams of being a drummer and lives in Chiddingfold, Surrey, with his wife Susie, two boys Harry and Jake, and their dog Poppy.
What inspired you to start a career in the media?
A father in marketing who loved the advertising business and a penny-dropping moment the first time I saw the Heineken "Water in Majorca" ad in the early Eighties. It is still my favourite ad.
When you were 15, what was the family newspaper and did you read it?
As my family was living in Japan, I read the Japan Times without fail every day. Somehow it wasn't as intimidating as UK broadsheets were to a schoolboy. It also had great sports pages, which kept me in touch with the UK and, strangely, got me interested in baseball.
What were your favourite TV and radio programmes?
Eighties Japan wasn't awash with English TV shows, so I knew all about Japanese endurance programmes long before Chris Tarrant did. However, although I lived in Japan in the holidays, I was educated in the UK. Match of the Day, The Goodies and Radio Caroline formed my media diet.
What's the first media you turn to in the morning?
I commute every day and the three things that are indispensable are my BlackBerry, the Times and, as of Christmas, the PSP given to me by my Sony PlayStation client.
Do you consult any media sources during the working day?
I am a bit of a news junkie. I skim-read lots of titles every morning and Sky News is often on in my office. I subscribe to the FT, the Economist and numerous US and UK trade titles.
What's the best thing about your job?
No two clients are the same and I'd argue that we work with the best client list in London. Discussing brand strategies, big ideas and executions for any one of these make this a dream job.
And the worst?
Advertising is fiercely competitive. Most accounts are won following big pitches. Obviously, winning is a great feeling, but nothing prepares you for the low you experience when you lose a pitch or account.
What's the proudest achievement of your working life?
Last week I was asked to step up from managing director to CEO. I'm 38 at a great agency with great people and great clients. What more can I say?
What's your most embarrassing moment?
Early in my career working with a large airline client, I was escorting the client from a meeting room. He turned to shake my hand as he backed out of the door. Seconds after I closed it behind him, I heard a knock. I'd shut him into a broom cupboard.
What is your Sunday paper and do you have a favourite magazine?
I always buy the same two newspapers on a Sunday - the Sunday Times and News of the World. I also buy Q magazine as soon as I can get my hands on it.
At home, what do you tune into?
If there isn't sport on our TV, it's kids programmes. My recent purchase of Sky Plus has helped me get my fair share of viewing.
If you didn't work in media, what would you do?
I'd be a drummer, since I'm marginally better at that than playing the guitar. Or living an Eddie Irvine-style lifestyle wouldn't have been bad.
Name the one career ambition that you want to realise before you retire?
Having just been made chief executive of the agency, my ambitions are linked to the continued growth and success of TBWA\London.
Who in the media do you most admire and why?
Simon Barnes, the chief sports writer for the Times. His understanding of what makes sports fans tick is second to none. He just gets it - the emotion and the excitement.
The cv
1990 Starts his career at Still Price Lintas and quickly progresses to account manager.
1993 Joins Leo Burnett as account supervisor.
1995 Leaves Leo Burnett to take up the position of account director at Bates Dorland and later promoted to board account director.
1998 Joins TBWA\London as board director to run Nissan.
2000 Becomes head of account management and group director overseeing John Smith's, Adidas and launch of the London Congestion Charge.
2002 Voted the IPA Account Handler of the Year and named joint managing director, adding PlayStation to his portfolio.
2005 Promoted to the position of managing director.
2006 Promoted to CEO.
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