My Media Week: Colin Petrie-Norris, managing director, Specific Media

Retoxing, Roka and top-secret research projects fill the diary at online ad network Specific Media

Colin Petrie-Norris, md, Specific Media
Colin Petrie-Norris, md, Specific Media


My week starts with the "Road to #1" meeting, a video conference call with my European leadership team where we plan and talk tactics for the week ahead.

Next I sit down with my sales, marketing and analysis teams. We have lots on right now, from planning a big product launch in April to finalising this week's Retox event, our annual customer and publisher party.


On Tuesdays, I always have a call with Specific Media's head office in California. Once we have compared weather conditions - theirs always seems better - we get to talking about business and growth. We are also recruiting for a number of positions, and I always like to meet candidates in final-round interviews. I interview at least one person a week.

In the evening, I take one of our publishers out for dinner to Roka on Charlotte Street, a favourite of mine.


The day starts with a weekly highlight, our project Wildcat meeting with my operations team, which involves discussing groundbreaking new products in development. This ensures we remain at the sharp end of the display advertising market.

Next month I am on a panel at the FT Digital Summit, where I will discuss what drives the new digital consumers, so I spend the afternoon preparing for that.


I have a morning meeting with a large agency to discuss a top secret piece of research we are collaborating on. All will be revealed in due course, but the research will demonstrate the power of online display advertising to drive in-store results for customers.

In the late afternoon, I have a call with the US engineering and R&D teams to prioritise development of our technology platform, before I set out to our Retox party at the Freemasons' Hall on Great Queen Street. We are very pleased with the turnout from the London agencies, and I spend the evening dancing to 80s tunes before heading home at 2am.


I start the day with Operation Watchdog - our review of our major campaigns - which is a little rougher than usual thanks to the previous night's carousing.

However, it is Friday, so I take Ian Dowds, our UK business director, out to lunch at the Bank restaurant in Westminster to celebrate his division's impressive year-on-year growth. A fitting end to the week.

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