Meet Andy Bolden, GlaxoSmithKline

This week, European media director Andy Bolden gives us his snapshot take on the media world.

Andy Bolden, European media director at GlaxoSmithKline
Andy Bolden, European media director at GlaxoSmithKline

What's your job title?
European media director.

Brands controlled
Three divisions - nutritionals, over the counter (OTC) and oral care - which include Lucozade, Horlicks, Ribena, Beechams, Night Nurse, Zovirax, Macleans, Aquafresh and Sensodyne.

Media agencies used
MediaCom in the UK and Ellis Media for specialist media.

UK media spend
Nutritionals' media channels are prim- arily outdoor, while OTC and oral care reverse this, with about 80% in TV.

What are the big media issues?
Making sense of the proliferation of media. For example, we just had a meeting with someone who talked about screens in shopping malls, which leads you to ask: do you regard that as outside-home-TV or outdoor? Also, there's managing accountability - how much are you relying on your own initiative and feel for the way something works, versus the robust data supporting its effectiveness?

What are the main criteria you use when selecting an agency?
It has to be price, planning, people and process. Can we work with these people, do we like their ideas and, importantly, trust that they can manage a multi-brand portfolio?

What role does procurement play?
A complementary one. We have a clear delineation between the media director, managing the media agency relationship, and procurement mana-ging and reporting cost benefits.

Main difference between working in an agency and being a client?
At an agency, you don't appreciate fully the breadth of clients' roles. Also, to get on a brand manager's agenda with exciting media stuff is tough, so I can see where I can add value as an intermediary and ensure the same language is spoken to mini-malise miscommunication on a brief.

Medium you can't live without?
I couldn't do without TV and some specialist press, including anything with the word "golf" in the title.

Best thing about working in media?
Creating an environment in which consumers will hopefully respond to something you've had a hand in.

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