Getting Ahead: Chris Carter

Being invited to participate in a Clients Board Meetings at 26. But being invited back was the real achievement.

ChrisCarterCompany: SMP

Job title: Director

What made you want to get into brands/advertising/media/marketing?
The glamour, the freebies, the money, the laid-back lifestyle. I was mis-sold.

How did you get into the industry (including relevant qualifications and professional training)?
I had been doing work experience at SMP to fund my backpacking trip around the US in my year-off. After finishing my design and technology degree at Loughborough they invited me back…

What was good and bad about your first job?
My first job was at a law firm. The good thing – it paid well. The bad thing – limited opportunity to be creative…

List your jobs to date
HB Solicitors, SMP.

What were the best and worst, and why?
Only had two and have enjoyed both for the same reasons; working closely with clients within a great team, doing some great work and building some great friendships.

Who has been your biggest inspiration?
My Grandfathers. One owned an independent supermarket and I learnt a lot from him about retail (and how to slice ham). The other was a very entrepreneurial Marketing Director. Both also had property businesses at one stage in their lives.

Who in the industry do you most admire?
As a design graduate I’d have to say James Dyson – the creator of the bagless vacuum cleaner. He combined creativity, belief, passion and determination to re-invigorate the category catching complacent category leaders by surprise.

What is your biggest achievement to date?
Being invited to participate in a Client’s Board Meetings at 26. But being invited back was the real achievement.

On what do you base your success so far?
Hard work, determination and working with a great team of talented, like-minded people.

What are your ambitions?
Personal; A happy and healthy family…
Work; A consulting model that enables me to make money in my sleep…

Change one thing about your job:
Timezones; working across the US, EMEA and APAC has led to an unhealthy reliance on my mobile… and coffee.

Change one thing about your industry:
Greater efficiency and effectiveness delivered through better integration of the Sales and Marketing function and a holistic approach to programme and budget planning.

Change one thing about the world:
Less talk, more action on the issues that really matter.

What is your favourite brand?
It’d have to be Apple. They have their finger firmly on the pulse of the target audience when it comes to entering the market and when the market isn’t there, they create it!

What is the next big brand in your view?
I see Apple continuing to dominate.

List your “media diet”:
Apart from the usual marketing press, I’d have to say Capital FM for starter, FT.com for main, and ‘Mock The Week’ for dessert!

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