Magazine article Marketing

Job Interview

Magazine article Marketing

Job Interview

Article excerpt

Name Nigel Marson

Company Yellow Pages

Job title Marketing communications controller

Age 40

How did you get into marketing?

I was studying design engineering, and Saatchi & Saatchi offered me a job. At 20,it was too good an offer to refuse.

How has the marketing industry changed since you first worked at Saatchi & Saatchi?

Marketing and agency teams are now generally smaller, with fewer management layers. There is now far greater emphasis on delivering against precise business objectives, rather than what were rather loosely defined brand marketing objectives. Consequently, most large marketing functions have developed tools with which to measure the effects of specific programmes within the mix, rather than simply measuring the totality of the marketing effort. It's a lot more scientific than it was -- measure it, understand it, and always improve it.

What do you enjoy most/least about your working environment?

What I like most is constant change, strategic challenge, creative thinking, managing prestigious events such as the Yell UK Web Awards, the people involved and improving the financial performance of the business.

What I like least is that the processes used within the marketing services industry take far too long. Within today's dynamic market environment, there is a danger that some marketers and their agencies will not be able to move as fast as their consumers and customers.

What, if anything, do you miss about working on the agency side?

I remember it being a less formal environment than it is on this side of the fence. Obviously I miss the thrill of successfully pitching for a great piece of business. …

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