You know that old trick about picturing a person sitting on the
toilet to make them seem less intimidating?
Well, customise that for Adam Shoefield, Booth Lockett Makin’s media
manager, and imagine him indulging in a bit of well-oiled karaoke. He’s
very fond of a singalong.
The 28-year-old, who spends around pounds 20 million for clients that
include Thomas Cook, the National Canine Defence League and the Welsh
Development Authority, has eaten ill-prepared sales people for
breakfast. ’I have worked with people who take pleasure in reducing reps
to tears. I have no desire to do that but I do not want to sit in a room
with a wet fish. I’m not going to train them,’ he explains.
Shoefield started out on the creative side as an account executive at
Conrad Advertising, moved to Media Solutions as a planner/buyer and left
as group head two months ago after it merged with CIA Medianetwork.
He’s a tough buyer but says he’s fair - in an ’I’m just doing my job’
kind of way. Yet sometimes his negotiation tactic is simply to say,’Oh,
pleeeease!’ in a pathetic, begging way rather than in aggressive,
sarcastic tone. He hates it when he’s developed a relationship with a
rep and they get reshuffled off his business. ’If I’ve worked with
someone for a while and they give me Johnny Junior, I may not take that
call. I’ll put them on to someone else,’ he says.
Shoefield can’t stand it when people come in to give him updates on
their product when nothing has changed since last time. And he gets
bored senseless by what he calls ’those ridiculous flip-boards’. You
won’t win any favours with him by moaning on about not being on his
media schedule. He’s not paid to tell the market what he’s doing, he
says. And don’t bother with football chat. Shoefield hates the game. He
would rather you told him a joke.
This is a man who likes proper creative selling, common sense, and is a
big sucker for gadgets and toys in the post. On the jolly front,
Shoefield doesn’t mind getting stuck in with team sports. But the best
kind of thank-you presents you can send him are those that can be shared
with his team.
Even though Shoefield may seem like a bit of a smart arse, he’s clever
enough to know the importance of recognising everyone’s input.
Proper creative selling
Presents the whole team can share
Taking part in team sports
Having to explain your absence from a media schedule
Losing his reps
This article was first published on Campaign