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Interview: Dunstan Rickard, Managing Partner, Addvantage Media

By Alexandra Gold  //  Tue 11th March 2014

Dunstan Rickard, Managing Partner, Addvantage Media tells us about exciting new projects, his dreams of musical stardom and a Fosters campaign from the 80's

What new and exciting things are happening at Addvantage Media?
That’s top secret! We have agreed a partnership with a new publisher that will take Addvantage Media into a new vertical which we will announce very soon. I could tell you but……

We announced at the end of 2013 that we had won the Heathrow website, which has opened some really compelling opportunities for us. Since then Heathrow has entrusted us to develop their commercial offering and we can now target passengers in an extremely granular and relevant  manner. Believe it or not there is not an insignificant number of travellers that spend £40,000 a year within the airport – What on earth are they buying?

How did you get into media?
By mistake. I foolishly thought it would be a good idea to get a “proper job” whilst I made my bid for musical stardom……I’m still bidding….

Best piece of career advice you’ve been given?
Looking back will only lead to a sore neck, never look back!

I can also tell you the worst, “Don’ t chase your musical dreams, go and get a job in advertising”… I’m not bitter….My neck hurts…

What’s the next big thing in media?
As people claim that they have the next big thing on a weekly basis, who truthfully knows? However, I believe true seamless personalisation across all media is our consumer destiny.

What is your biggest frustration with the media industry and what do you love the most about it?
Biggest Frustration: The lack of honesty in the industry, from technology that doesn’t exist to ghost sites (my favourite being, to cookie manipulation and bombing. The people who loose are the clients.

Love Most: The creativity. The UK leads the world when it comes to advertising ingenuity, it doesn’t matter a jot how clever the technology was, it is the message that people remember.

Best industry resource?
I’ve just finished reading, 'Hey Whipple, Squeeze This'  by Luke Sullivan – very funny book about the world of advertising, but I would strongly urge anyone starting in the business to read it.

My favourite is, 'From Those Wonderful Folks Who Gave You Pearl Harbor' by Jerry Della Femina. Basically, it is the real Mad Men, I could not put it down.

Favourite media campaign?
A Fosters’ campaign from the 80s staring Paul Hogan in a wine bar. A rather distraught looking banker type yuppy places his massive mobile phone down and says “my shares have just gone down 20 pence!“. Paul Hogan reaches into his pocket and gives him 20p and says “no worries”. Classic

Who has inspired you recently?
My Wife. After giving up her media career to bring up our children, she put in all the hours to become a photographer. In 2 years she has built a thriving photography business and is hugely talented. 

Biggest mistake you’ve made and what did you learn from it
That is not one for here I can tell you! 

Favourite pub?
The Cat Inn West Hoathly in Sussex – Exceptional food!

Tell us something we didn’t know about you?
I am a bass player in 2 funk bands. I gig a lot, doing small venues right through to major events. There is nothing better than getting your groove on!

What did you want to be when you grew up?
F1 Driver – I am obsessed with motor-sport of all kinds. Though being dual English/French nationalities I would not know which flag to drive under….

Dunstan has 14 years of digital media experience running the commercial departments for consumer, newspaper, and financial publishers. After 3 years in lead generation, Dunstan joined Addvantage Media in 2011 and the following year became co owner. With dual English and French nationality and a passionate musician, Dunstan is still kidding himself that he will one day make it in the music biz…

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