Meet Rob Beswick, Lycamobile

Rob Beswick is group marketing director at Lycamobile

Brands controlled?
Lycamobile and Lycatel Calling Cards.

What are your main priorities over the next 12 months?
We aim to become the market-leading international mobile provider with seven million customers by 2011. With a current base of more than 2.5 million customers, we remain closely focused on new acquisitions.

Agencies used?
We appointed M2M last month for media, and use Ogilvy for creative. Our marketing budget for 2009 is £10m, and we book a lot of ethnic specialist media in-house.

What are the main criteria you use when selecting an agency?
An understanding of our business, the market we operate in and the segments we serve. The agency has to deliver value from day one, whether it be smart creative, aggressive buying ability or the expertise to select targeted media on a micro level.

Any advice for media agencies in a downturn?
They need to present ideas that are cost effective and unique. I see value in cross-over marketing opportunities, and synergies between the brands on an agency's books.

How important is marketing in the competitive telecoms market?
Marketing is critical in fast-moving businesses such as Lycamobile. It's imperative we understand our customers' needs. We operate across 17 markets globally.

What has been your most enjoyable ad campaign?
Launching a new brand in a new market is exhilarating. Seeing the brand icon Globeman live on the first day of launch was a great feeling.

How has your career background prepared you for your current role?
I have worked with iconic brands in a number of different industries and have learnt from great people.

Which medium can't you live without?
I listen to radio daily, enjoy bbc.co.uk and read various papers regularly.

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