Brand controlled?
The rent-to-own retail chain BrightHouse.
Media agencies used?
Walker Agency is our lead creative and communications planning agency, and all our media planning and buying is done through AMS.
What are the big issues at BrightHouse over the next year?
We're committed to establishing BrightHouse as the "nation's weekly payment store" in support of our unique weekly payment and no-hassle finance business model. Despite all the doom and gloom in the market, BrightHouse is still making it easy for customers to buy the products that they want and need for their home.
What are the big media issues?
The proliferation of new-media channels means we have to understand how the public is using new media and the effect it's having on more traditional media.
What are the main criteria you use when selecting an agency?
An understanding of our customers and business, commitment to continuous improvement, and a track record of success are high on the list.
How has your career background prepared you for your current role?
Having spent 13 years marketing furniture and electricals around the world with Courts International, I'm comfortable with targeting and adapting to the demands of many audiences.
Which medium can't you live without - professionally and personally?
I've seen TV build brands virtually overnight when the proposition is right, so I still place a lot of faith in it for retail.
Best thing about working in media?
The capacity to surprise: there's rarely a dull day working in "media world".
Worst thing about working in media?
To do the job to the standards I set myself, I work longer hours than most doctors.
Send profile suggestions to: arif.durrani@haymarket.com
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