Meet Richard Larcombe, News International

Richard Larcombe, head of brand marketing, News International.

Richard Larcombe, head of brand marketing, News International.
Richard Larcombe, head of brand marketing, News International.

Brands controlled?
The Times, The Sunday Times and Times Online.

What are your main priorities over the next 12 months?
To continue to drive sales and traffic, build consumer engagement and innovate. Agencies used? Mindshare for media and CHI & Partners for creative. What are the main criteria you use when selecting an agency? Do they share a passion for news, are they curious and creatively minded, do they think differently - and would I enjoy having a pint with them? Any advice to agencies pitching for new business? Win the pitch before you present by spending as much time as possible with potential clients to understand what business issues lie behind their marketing challenges. And, secondly, use the product you're pitching for.

What have been your most successful campaigns to date?
The successful launch of The Sunday Times "For All You Are" campaign and the new Times "Think Again" campaign, which broke via unbranded posters in commuter media. Both campaigns are a marked departure from traditional newspaper spike-led marketing to brand/editorial-focused communication.

Do you use a media auditor?
Yes, Billetts. How has your career background prepared you for your current role? A degree in psychology helped me understand what makes people tick, while working in ad agencies gave me experience of working alongside creative, inquiring minds.

Which medium can't you live without?
Newspapers.

Best thing about working in the media industry?
The best thing is working for brands that challenge, provoke and inspire, but why does no one go for lunch any more?

Send profile suggestions to: arif.durrani@haymarket.com

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