Effectiveness Hall of Fame - Marco Rimini
Q. Describe the high point and low point of your career in the communications industry to date.
My commercial high point was winning the HSBC business for WPP a decade or so ago. The first of the team constructs and the beginning of a long and enjoyable relationship.
The rewriting of the IPA Effectiveness rules and process to include all types of communications from all types of agencies was a personal high point.
My low point was having to fire half my department in the early 90s recession.
Q. In your work, who has had the biggest influence on your communications thinking and practice – and why?
The biggest influence on my thinking has been Jeremy Bullmore. Both in what he writes about communications theory but also what he teaches about how to treat people decently. Why? Because he puts a true understanding of people at the centre of everything.
Q. What knowledge or skill do you have today that you wish you had possessed when you started out?
I wish I had had the ability to understand how the money works in agencies. Everything else is a by-product of that.
Q. What is the single, most important change you have seen in the industry since you started? Has it been a change for the better or worse?
The biggest change has been the decoupling of media from creative and the creation of the agency holding companies. Both have been good. Without them the advertising business would be a cottage industry, enjoyable but not a place to stay and build a career.
Marco Rimini graduated from Oxford University with a degree in Politics, Philosophy and Economics in 1985 and spent several years as an account planner before becoming head of account planning for Euro RSCG. At the agency, he worked on Peugeot.
He joined CIA Media Network as head of planning and became deputy managing director and member of the UK group board.
He was also a director of strategy and development at JWT and the strategic lead on the WPP HSBC assignment.
Marco joined Mindshare in 2007 as worldwide head of communications planning and became leader of the worldwide Business Planning group.
In 2012 Marco was promoted to CEO of the Mindshare Worldwide team.
Last updated 15/10/2013