An occasional column with Simon Hadfield, Executive Partner at DMCG Global, an executive search and recruitment business.
This time it is Ian Perrin – Founder & Managing Partner @ The SPEED Agency, previously CEO @ Zenith, MD @ Naked, Strategy Director @ Mindshare and Media Director @ Ogilvy Nth America.
SPEED has been up and running now for a few years, it really feels like you have some traction having won some good business. Is there a secret sauce?
Our secret sauce is the fusion of data analytics and strategy, which often leads to smarter and unique media solutions. We are obviously not the only agency who can do this, but it’s the foundation of our business, and how we have been built. We back that up with 100% auditable transparency, which is unfortunately not something that all agencies can deliver. That appears to be a one-two punch in terms of what clients are looking for.
What has frustrated you the most and what has delighted you the most running your own agency?
I am an impatient person, and I am pretty sure a psychologist would say that’s why the agency is called SPEED!! So, most of my frustration comes from not delivering faster results for our clients.
What delights me most is seeing the people at SPEED pushing themselves towards new ways of thinking and challenging the status quo of what a media agency is. And what I am most thankful for is a business partner in Duncan who I respect so deeply.
Do you have any observations on the current advertising industry?
Developing great work has become increasingly complex, with agencies having to cover a broad swathe of specialist areas. This means bringing the various elements of communications together effectively very difficult.
So, I feel that the industry is stuck between an integrated model of generalists who cover everything shallowly, and a village of specialists who operate deeply in silos. I think we all need to do a better job of stitching it together.
Any work you’ve seen recently that you admire?
Too often we think of “work” in terms of campaigns or one-off tactical ideas that perform well for award shows. But the work that impresses me most is for brands who are single minded and consistent in delivering against a differentiated proposition. That said, Aldi immediately jumps to mind. And I am a big fan of BMF’s concept of a “long idea”.
What have you learnt in the last 5 years?
That making your own decisions is incredibly rewarding. Duncan and I fuck up a lot, but its easier to own the consequences when we are the ones making the calls.
If you hadn’t ended up in media, what alternative career route may you have fancied?
I was desperate to be a journalist. I’m guessing most people reading these ineloquent answers will probably be thinking it’s a good job that didn’t happen!!
What advice would you give your younger self?
Trust yourself. There are so many strong, smart characters in this industry, and it is easy to suffer from imposter syndrome. For too long in my career I didn’t believe I was good enough to make it. That fear of failure always lingers, unfortunately.
Outside of business, what keeps you out of trouble?
Family. Soccer. West Wing reruns. Wagyu T-Bones. Golf. Shiraz. Springsteen. Politics. Ebi, the dog
What are you driving, what are you listening to and what are you watching?
Subaru Outback, that I’ll soon be swapping for an LDV! I’m always listening to Springsteen, but right now Spotify is serving me up some 90’s South African indie rock, which is an interesting nostalgic journey. And yes, it’s as bad as it sounds! We are watching Welcome to Wrexham.
Favourite band?
Bruce Springsteen and the E-Street Band. He is so integral to my life that everyone at SPEED gets his birthday off every year. Enough said.
Where is your next holiday?
We have lived in Australia for twenty years and every Xmas we stay at home, go to the beach, have lots of BBQ’s and relax as a family. It’s our happy place, and I can’t wait to do it against this year.
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