How Adrian Lingard got ahead

I started out in banking and have spent significant time using data in credit, followed by applying those data skills to marketing communications. My role at Jaywing has expanded over the past few years so now I look after how Jaywing runs operationally and that includes all of our analytical work which spans marketing, credit and fraud.

Adrian%20LingardName: Adrian Lingard

Company: Jaywing

Job title: I don’t have one – we don’t do job titles at Jaywing!

What made you want to get into brands/advertising/media/marketing?
The truth is I didn’t specifically. We’re data experts; I started out in banking and have spent significant time using data in credit, followed by applying those data skills to marketing communications. My role at Jaywing has expanded over the past few years so now I look after how Jaywing runs operationally and that includes all of our analytical work which spans marketing, credit and fraud.

How did you get into the industry (including relevant qualifications and professional training)?
I started to work with data at First Direct which included credit and marketing communications. Jaywing has always been spread across a number of client functions and whilst the specific needs of those are different the techniques used aren’t really – indeed there is something to be gained from applying, say, traditional credit management techniques to marketing. The right communication can result in a product sale that solves a credit problem and generates revenue.

What was good and bad about your first job?
I started out in branch banking so there were always interesting customers to deal with. Whilst that might sometimes have been tricky, it was also great experience and all of those good and bad experiences have helped make me who I am today.

List your jobs to date: I’ve had a variety of roles at Yorkshire Bank, National Australia Group, First Direct and now Jaywing

What were the best and worst, and why?
I’ve been lucky enough to enjoy my career to date – I don’t particularly find myself in a position where I don’t enjoy what I do as I’d change it. I’ve found myself in the company of some great people over the years and that certainly makes for a more agreeable environment.

Who has been your biggest inspiration?
I find inspiration from quite a lot of different people and sources. Lance Armstrong is a huge hero of mine, for many reasons. He has transformed the awareness of his own sport whilst raising a huge amount of money for charity and battling against cancer. His determination and passion for what he does are rewarded with his huge achievements. 

Who in the industry do you most admire?
Ben Langdon (Digital Marketing Group Chief Executive) – well I would say that wouldn’t I! His vision of what he wanted to create, and our vision for Jaywing matched perfectly. It’s always great to meet with likeminded people, it’s even better to work with them.

What is your biggest achievement to date?
It’s hard to pinpoint one but I think being part of Jaywing from early in its history has been a blast so far and we’ve certainly achieved a lot together since 1999.

On what do you base your success so far?
Determination, having a passion for what I do and never settling for just good enough. A desire to learn every day and having a huge dose of respect for my colleagues. 

What are your ambitions?
To take Jaywing onwards and upwards through helping brands to create customer interactions that deliver much better consumer experiences and consequently a positive impact on the bottom line for our client. 

Change one thing about your job: I genuinely can’t think of anything I’d change – I work hard but I am rewarded for it and have a lot of fun at work.

Change one thing about your industry: There are still some bad practices out there that make marketing hard for everyone – I’d like to see a lot less of that, particularly as it’s entirely unnecessary and counterproductive. We all love a great customer service experience, we all tell our friends, we all return, and we all buy again!

Change one thing about the world: This is such a huge question that is impossible to answer without spending several hours in a pub ‘banging on’, so I’m not going to attempt it!

What is your favourite brand? For me as a consumer it has to be Google – I have no idea how I ever knew stuff before! Again, Lance Armstrong is a great example of a one man brand. He has done a great deal for cycling, cancer awareness and fundraising and as a consequence sparked a phenomenal fashion craze. 

What is the next big brand in your view? There are a lot of changes happening solely in digital with various emerging brands and consolidations but I think some of the established brands that embrace the digital world and are able to work it into their current world effectively will become the superbrands of tomorrow.

List your “media diet”: Between my work and family life I don’t find much time but I watch the BBC news at least once a day, listen to Radio Four when I’m driving and can please myself, read the Times most days but not always from cover to cover and rely on my colleagues to send me interesting articles.

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