For your Monday morning perusal, we delved into the mind of Chris Crammond, managing partner at digital marketing agency Deepend. Here he gives us the nuts and bolts of his wish to charter a fishing boat, his poor little broken toe, and the need for guidelines around pitching.
What’s your proudest career achievement?
Growing Deepend to be the multifaceted agency that it is, over a 15 year period. We have seen a lot of agencies come and go in this time and it is gratifying to know that the work we have done to continually reshape Deepend has paid off and allowed us to remain relevant in an evolving market.
And the most cringeworthy?
I once had a client ring me and demand that I outline the “Pantene” colours used in our designs.
What’s one thing you’d change about the industry if you could?
I know various industry bodies have tried to do this before, but I’d like to see some guidelines in place around pitching so as to manage and set client expectations, process, outputs and the like.
If you weren’t doing this job, what would you be doing?
Running a fishing charter… in the Bahamas.
What’s your ultimate career goal?
Continue to grow and evolve our agency so that it continues to remain relevant.
Favourite campaign of all time?
From a digital perspective, The Million dollar homepage, back in the day, was a genius idea: http://www.milliondollarhomepage.com/
The Mini Getaway campaign was a great integrated piece when mobile was just beginning to take off:
Favourite character in Mad Men? (if you watch it)
Roger Sterling, for being unashamedly who he is and not manipulative (in comparison to the rest of them)
Reality TV – yay or nay?
7-up, yes. Big Brother, a resounding no.
Tea or coffee?
Coffee. Short, sharp and not sweet.
What’s your quirkiest attribute?
My broken little toe, which hasn’t touched the ground in 20 years, and always twitches when we are on the verge of winning a decent pitch.