My Media Week by Ellie Edwards
Ellie Edwards, managing director at WPP performance
marketing agency Quisma, catches up on her Sunday supplement
reading, gets hiring at the rapidly expanding agency, and steals a
go on her husband's iPad 3 birthday gift.
I wake up at 6:15am - my usual time after my husband gets out of
the shower. With both of us working full time and with two small
children, our morning routine is like military precision. Kiss FM
accompanies the children's breakfast - it scares me that at five
and two, they know all the latest tunes.
I opt for the Metro on the train ride to work. Tesco has opted
for a wraparound for their Everyday Value range (an attempt for
them to regain the No.1 supermarket slot). There's not much news
today, so I opt for a read-through of my Twitter feed for the rest
of the journey.
The morning is a blur of meetings with the team...planning for
the week, campaign updates etc, I conduct an off-site interview at
lunchtime and then quickly grab a sandwich at my desk while
catching up on The Sunday Times Business supplement, which I never
get to read on a Sunday.
The afternoon sees another three meetings somehow squeezed into
my week, and two lunches arranged for the following fortnight. I
leave the office at six as I prefer to work at home once the kids
are in bed.
Today it's Emeli Sandé on the iPod on the way home, while I
flick through the Sunday Times Style
The downside to staffing up is interviewing and the early
starts, however my weekly Grazia fix, with a quick scour of
Twitter, helps the journey on the 6:42am train.
Attend an important meeting to talk EU ePrivacy Directive
compliance. Econsultancy recently published that only 23% of users
would opt into cookies - a scary stat for our industry, which
highlights the fact that the general public need to be better
educated as to the benefits of cookies.
I manage to fit in a lunchtime Powerplate class and vow to go at
least once more before the week is through.
Try to head into the office early to deal with few things that
have come up. Southern Trains has other ideas, but I'm thankful to
have a seat on the train and make use of the time sending emails,
and speaking to my marketing department in Germany.
A quick team meeting when I get in brings me up to speed with
May's current activity. Because Quisma offers all areas of
performance marketing from retargeting, dynamic creative
optimisation and affiliate marketing to RTB, customer journey
analysis and offline sales modelling, these meeting are never
We're still in an embryonic stage, in terms of size of team, so
I'm able to keep a hands-on approach - which is good, because a
function of working in an RTB environment is that a lot can happen
while you're sleeping (or even blinking sometimes).
The morning is spent in meetings, first with a potential partner
and then a couple of internal meetings, including one with GroupM
Then I'm locked away in the office with only time away from my
desk to collect a new mywardrobe purchase -due to a lack of time, I
do about 70% of all my shopping online. I skip Powerplate and head
home. While putting my two year-old daughter to sleep, I get to
play around on my husband's iPad 3, a birthday gift from me.
Another early start, this time straight to the Propel offices
where we are hosting our second SWAT event (Supporting Women Ad
Technologists). It's a good turnout and we have a great speaker -
Shaa Wasmund, whose business book 'Stop Talking, Start Doing' is
top of The Times' best-seller list.
I push back a lunch meeting to interview a potential
Lunch is at Wild Honey with Matt Bush, head of agency sales at
Google. We worked together 10 years ago at VNU, so the first half
hour is spent catching up before talking business. As ever with
Google, there's always something new and this time it's Attribution
and Conversion, plus an update on Trueview and Performance
I'm a guest of Julia Smith at Jemm Media at the British Media
Awards, where the host is accompanied by a gay choir.
I do my weekly 8am call with my chief executive and chief
finance officer from home, and head to a 10am meeting. No time to
read the Metro today as I'm catching up on emails. I use BlackBerry
for work, even though I love my iPhone, I type faster with a
I pop over to CSG for a midday meeting at Mindshare. It takes us
less than five minutes to clear security - a record in this
Meeting done, I head to Charlotte Street for lunch. As usually
happens, I bump into a few industry faces.
Our office fortnightly drinks trolley makes an appearance at
4pm, it's always guaranteed to get people out of their chairs and
mingling. I meet with the team for an update before the weekend and
then have a call with Ken Parnham from OpenX in LA.
I meet Fleur Bennett from Google (Admeld) for one quick glass of
wine on the way to meet my husband for dinner at Applebee's in
Borough Market, and the weekend begins.