Chris Skinner is President EMEA of media company UM, which delivers media campaigns throughout channels for manufacturers together with Spotify and Coca Cola.
I not too long ago caught up with Chris to speak about his position and achievements at UM, the advert sector’s so-called ‘nice resignation’, and the significance of constructing robust company tradition.
Inform us about your position. What does a typical day seem like for you?
My days all the time begin early, not too long ago that’s notably been the case given I’ve been collaborating on a challenge with our APAC workforce. That mentioned, they used to start out even earlier pre-pandemic once I did much more travelling to remain related with groups and shoppers around the globe. Though that needed to change, I nonetheless love the every day connectivity and bustle of working throughout a lot of worldwide markets, even in digital type.
Every time potential, I like to start out the day by clearing my head with a run. That was round Richmond Park, however since transferring to Cambridge I’m nonetheless on the lookout for the best route – any options are welcomed!
I usually spend a while daily with the consumer groups and direct stories round EMEA, ensuring they’ve the best assist. We’ve all needed to change how we work over the previous few years and this has seen advantages too: UM has transitioned to hybrid working, and in a way we’ve formalised this new mannequin with the launch of our new European and UK headquarters, The Bailey.
The considering behind the design is to interrupt down any obstacles between groups; to convey individuals collectively irrespective of the place they’re bodily primarily based, and to construct cross-functional groups across the direct wants of shoppers relatively than anticipating them to suit round how we work. The brand new set-up may even give me extra one-to-one time with individuals nose to nose, whether or not that’s the weekly workforce huddles, or reconnecting with shoppers and media homeowners.
Taking our consumer technique from idea to actuality has outlined a lot of my time not too long ago, however it would definitely be definitely worth the effort. I’m wanting ahead to seeing how this can change the form of my ‘typical day’ as the brand new workplace makes it that a lot simpler to place the idea into customary follow.
What has been the best achievement throughout your time at UM thus far?
I’m pleased with a lot, however serving to construct a powerful tradition stands out; I feel it’s a giant differentiator for UM. We’ve all the time had an excellent popularity for taking care of our individuals, however what’s necessary is constructing a working surroundings wherein everybody feels assured sufficient to share their concepts, aspirations and issues. There’s little question it’s this mentality that ensured UM was capable of adapt to the challenges of the final 18 months.
I’m additionally very proud to have led the workforce that received the European Honda account firstly of the yr. It introduced collectively so many elements of the enterprise and a lot expertise. For me, this represented UM at its finest; good, extremely expert individuals supported by actually modern tech.
UM works with huge manufacturers together with Spotify and Simply Eat – what differentiates you as an company? Moreover, what makes an excellent pitch?
As I’ve already alluded to, flexibility and agility are hardwired into our company. This implies we’re capable of form and remodel ourselves on a case-by-case, and certainly a campaign-by-campaign foundation for our shoppers – and crucially – to take action rapidly.
We’re all the time enthusiastic about how we are able to finest future-proof UM to ensure we’re capable of hold delivering what shoppers need. I can’t consider a interval in current reminiscence wherein this has been extra necessary; there are simply so many complicated challenges linked to media, audiences and tech for the time being. It does assist that we like challenges, after all, nevertheless it’s our defining attributes that enable us to take them on throughout a number of markets.
As for pitching, it’s all the time been a deeply complicated affair, however working pitches remotely or on a hybrid foundation really takes much more time and dedication. At coronary heart, issues haven’t modified basically although, we’ve all the time believed in placing plenty of vitality into attending to the crux of consumer challenges to know precisely what they want, whether or not that’s at a comms or a deeper enterprise stage. From right here, we’re capable of create tailor-made options to match these wants.
With regards to the pitch itself, chemistry continues to be all-important. We work onerous to seek out precisely the best workforce, figuring out experience, attitudes and the individuals with distinctive views.
The advert sector has been hit onerous by the so-called ‘nice resignation’ – what’s the key to overcoming this?
Churn has definitely been a problem for your complete {industry}, and its causes are a number of and complicated. Nonetheless, we must always all view this as a possibility to guage how we recruit, prepare and nurture individuals. As a sector, we additionally want to contemplate how we create an industry-wide tradition that may ship sustainable profession development.
Prioritising your working and enterprise tradition is the primary place to start out, nevertheless it is smart to look past conventional expertise swimming pools. The forms of abilities required inside adland are altering, and bringing in people who method challenges with a distinct set of experiences may be vastly useful.
It’s additionally vital to offer your individuals the best skilled assist constructions to assist them develop, as a result of no-one needs to really feel they’re treading water. This isn’t essentially a straightforward factor to do, nor certainly low cost. It requires just a few several types of funding, however get it proper, and also you’ll rapidly see the outcomes.
From UM’s perspective, our ‘futureproof mannequin’ requires that we construct an surroundings wherein our expertise can see a significant longer-term future with the company, a tradition that evolves round them as a lot as the opposite means round. If our persons are thriving, then so too is the enterprise.
What excites you – about your organization or wider {industry} – when enthusiastic about the subsequent 18 months?
Reconnecting with individuals in individual, one thing I’ve actually missed and now cherish greater than ever. I personally discover creativity and collaboration simply works higher once I’m sharing a room with individuals.
I’m additionally enthusiastic about our drive to diversify our expertise and usher in new concepts and views to the enterprise. We’ve joined forces with Spotify and TikTok right here to launch the Futureproof Academy, a modular course for secondary colleges that gives an introduction to the world of media and creativity. It’s designed to develop core employability abilities and lift aspirations to display {that a} profession in media will not be restricted to graduate consumption. It’s an excellent alternative for everybody concerned, and one thing I actually wish to push and see develop.
What recommendation would you give to a marketer proper now?
I’ve acquired two items of recommendation. Firstly, step again and reevaluate how you’re approaching your KPIs for achievement. Presently, there’s a probably harmful tendency to concentrate on short-term positive aspects on the expense of long-term model worth. Be sure you get the stability proper and know methods to measure and calibrate that.
And second, for these recruiting and rising companies, don’t rent in your personal picture. Embracing new views and tapping much less apparent expertise swimming pools goes to make an enormous distinction to your work output. Make use of individuals who will problem you, empower them, and marvel on the new concepts that come from that.
