Christian Woolfenden, global marketing director at Paddy Power tells Elen Lewis, editor of The Marketing Society that bold marketing leadership looks like a giant hot air balloon shaped like a pair of underpants.
What’s the smartest business idea you’ve had?
Our 2013/14 football season campaign. Watch this space…
What’s the best advice you’ve ever been given?
‘Given’, but sadly not ‘heard’: Don’t invest in a race horse after a couple of pints. I’ve had the guys at Findus hustling me ever since.
What does bold marketing leadership look like?
A giant hot air balloon shaped like a pair of underpants?
You've developed a reputation for pushing boundaries. What tells you when to stop pushing?
The CIA or MI5 usually. I’m not joking. That has happened…
What is the biggest challenge facing the marketing industry over the next year?
No challenges only opportunities. My personal favourite; consumers getting more and more control over how they interact with brands and advertising. Most engaging marketing wins…and we’re up for it.
What’s your guilty pleasure?
My K-Swiss onesie. Unbeatable on cold days in the office.
What would you say to your 17-year-old self?
It's diesel not petrol in mum’s car!
Who or what has inspired you most profoundly in your career?
Eric Cantona. Specifically the kung-fu incident; very effective in difficult meetings.
What's the hardest thing you've ever done and what did you learn from it?
Tough Mudder. Electricity, water and the human body don’t mix well
If you hadn't been in business what would you have been?
Bored.
Tell us a secret.
I was one of the ‘chavs’ in the Chav Tranquilizer advert.
Marketing Leader of the Year 2013 - cast your vote today
Voting closed on 17 May. Vote for Christian Woolfenden and then tweet us your thoughts @themarketingsoc #leader2013