The Fishbowl: Dominic Williams, Mail Metro Media

The Fishbowl: Dominic Williams, Mail Metro Media
The Media Sales Fishbowl

The Media Leader’s new interview series will ask the media industry’s top salespeople 10 revealing questions drawn from our fishbowl. The questions will be drawn at random and contain some tricky posers set by the commercial chiefs themselves.

First up is Dominic Williams, Mail Metro Media’s chief revenue officer.


‘Dom’ Williams has worked at Mail Metro Media for more than four years and was promoted to his new role from executive director for advertising in January this year.

He is now responsible for all UK advertising revenue as well as integrating print and digital platforms including Daily MailThe Mail on SundayMailOnline and Metro.

Prior to Mail Metro Media, Williams spent 20 years working at Dentsu Group with eight years at Dentsu Aegis Network and 12 years at Carat.

Who’s your best friend in the industry?

Grant Woodthorpe – we’ve been good mates for years and previously worked on different sides of the fence, so it’s great to be working together side-by-side now at Mail Metro Media.

He’s one of the most commercial guys I know, very supportive and every-so-slightly competitive… especially when it comes to cycling!

Who’s been the biggest influence in your career and why?

Global’s group chief executive, Stephen Miron – his commercial brain and entrepreneurial spirit have catapulted Global to where it is today. It’s hugely inspiring. And you feel his presence the minute he enters any room.

What’s been your biggest challenge this year and what are you doing about it?

Like most business leaders (not just in media), I would say it’s been keeping teams motivated and happy as they return to the workplace amidst current economic challenges. We’re lucky to have such a dedicated and talented team of people, so I want to make sure it stays that way!

We’ve recently introduced more great health and wellbeing initiatives like healthy breakfast mornings, plus our fitness classes every other day are back to being in real life.

We’re also continuing to focus on equality, diversity and inclusion with increased support and understanding for people from LGBTQ+ and minority ethnic communities, and working parents. It’s important everyone feels supported and can talk openly and honestly about things that are important to them.

If you could change one thing about the industry right now, what would it be?

No more Zooms please! Thankfully there are less and less of them these days and they obviously served an invaluable purpose during lockdowns, but I much prefer meeting with my clients and colleagues face to face.

Which deal in your career are you proudest of?

Back in 2015, being part of the management team at Dentsu Aegis that launched Amplifi. It was such an exciting time and huge milestone, creating a brand-new division for media investment and strategic partnerships. I still feel proud as I keep a close eye on its continued successes.

Describe your WFH setup in no more than 10 words

With three kids under 14, tricky to find quiet space!

What are the three most important skills that a media salesperson needs in 2022?

Listening. Collaboration. And risk-taking.

What are clients most excited about right now?

Attention is clearly a hot topic – and something our teams are experts on from a digital, print and creative point of view.

Delivering results — something else we excel at!

Diversity — a shared passion and something we are all on a journey together with. And I think like myself, to be back seeing each other in real-life again…

What was your first paid job and why did you do it?

As a keen rugby fan and player, I was lucky enough to get paid to pour pints at my local Ipswich Rugby Club (I was never going to turn that down!).

Outside your own company, which sales team is doing really well?

I think Karen Stacey and her team at Digital Cinema Media always do really well. They’ve had it tougher than most over the last couple of years and are coming back strong.

To be honest, I think every commercial team in our industry has done remarkably to survive what we’ve all been through!


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