My Media Week: Louise Gaynor

This week, Target Media chief operating officer Louise Gaynor gets the lowdown from the E3 gaming show, breaks her non-drinking vow when she bumps into Nigel Almond, and is taught about out-of-home by Posterscope.

Louise Gaynor: chief operating officer at Target Media
Louise Gaynor: chief operating officer at Target Media


Mondays always start with me thinking of everything that needs to be done in the week and firing off a million emails, which really annoys everyone. I must even them out more over the week. As it's our financial year-end, this Monday's emails are particularly finance-based and mostly start with forecast, debtors' report and invoices.

I then head to [video game publisher] Bethesda Zenimax in Golden Square with the account team, to have a catch up. I am so impressed with how both the client and Target have been so dedicated and worked incredibly hard.

In the afternoon, I give the trading director his annual appraisal, which is a huge success and finishes quite late. In the quest to not drink this week, I head straight home and to bed to listen to Radio 4 with my just-delivered subscription issue of Vogue. 


The games team arrives back at work after being in LA at E3 (the world's biggest computer games trade show) for the past 10 days. The office is all very chatty and happy to see them, and everyone is listening to their LA stories. Three boys in LA for a week – I think says it all as to what went on.

All the account directors meet with me and we discuss the next financial year forecast, staff, training, and my new office.

I then meet with the games team to get an update on all the big announcements at E3.

After lunch, I have a one-to-one catch-up with a film business account director. I do this with all the account directors once a month. We discuss announcements our clients made at Cannes Film Festival, and then ponder on futures in digital, share information of what sources we use in order to remain pioneers in entertainment digital campaigns, and look at the new ROI software we have gone live with and where this will improve our clients' performance.

My quest not to drink continues and I stay late, catching up on work that I haven't done.


Start the day with a discussion at the kids and television team's table about going to see 'Rock of Ages'. Most of us agree we would go only as Tom Cruise does great cameos, which ends with all of us talking about our favourite parts of 'Tropic Thunder'. Mine is the 'Satan's Alley' trailer.

I then attend a presentation given by our group chief operating officer about the new financial year business development strategy across all companies, which is very encouraging.

Afterwards I go with my chief executive to a meeting with a great online gaming company to discuss where the industry is going, specifically digital and cloud gaming.

I then put together a company overview document to send to [games developer] Jagex in advance of a conference call.

The quest to not drink this week has started to fall apart. A director and I take out Acorn Films for dinner. We head to the Hansom Cab and enjoy a fantastic night with a lot of funny stories and some really nice wine.


The kids account team and I start the day with a conference call with Namco, which was a well-spent two hours. The head of television and trading director arrive back from a breakfast with Sky and we chat about what they presented and start laying down the television business in the next financial year.

Google are in for the afternoon, so I catch up with them and we discuss their thoughts on the E3 computer games show in LA, and arrange a time for the digital team at Target to visit their ents team in Dublin for campaign analysis presentations. We then move on to the ROI business and assess the performance of our search and display campaigns in this trading sphere and agree on long-term objectives.

Next is a meeting with our financial director to ensure all is in order from our side.

There is no use thinking about a no-alcohol week any more, as I'm due to meet non-executive director Nigel Almond regarding our quarterly update on the TV trading market.


I have my regular meeting with the chairman, Nick Horswell. When I get back, I take the kids team out to lunch to kick off the strategy for our Christmas campaigns and agree timelines, and have a bit of a laugh.

We're back in the office at 3pm and Posterscope drop in, so we have a long chat about out-of-home and what we have coming up in quarter three and quarter four.

Cocktail hour then begins – this is something we do each Friday afternoon. Today is my turn to be barmaid and I prepare jugs of a cocktail I got from the company cocktail book, called The Hummingbird, which is horrible but too late to do anything about.

White rum, dark rum, Southern Comfort, Coke and orange juice. Why did I choose that?

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