The Fishbowl: Krissie Ford, Bauer Media

The Fishbowl: Krissie Ford, Bauer Media
The Fishbowl

The Media Leader’s interview series asks 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.

This week, it’s Krissie Ford, group client director at Bauer Media.

Krissie Ford held leadership positions at GCap Media and News UK before joining Bauer Media in 2008 as head of film.

She became group client director in 2014. 

Why are you passionate about media?

Media is a fantastic industry to be in; it’s ever changing and evolving, and you never stand still.

I love that it’s part of everyday life and there is always something new to learn and embrace.

It’s full of brilliant, creative and fun people, and it’s exciting to be in an industry that truly connects with audiences.

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

My first job was working in a bakery when I was 16, which I did to gain some independence and earn some money of my own. The free cakes were also a bonus!

What is one of your greatest achievements?

My greatest achievement in life must be becoming a mum to my son Freddie, who is now seven.

There is no greater joy than watching him grow and become his own person. To be a part of his journey is a true achievement.

What key thing has changed in conversations with clients this year compared with last year?

One of the big conversations right now is around AI and how that will transform businesses.

We are all on a journey with AI and I think it’s important that we talk about our learnings and experiences and share as much as we can to help us navigate this new world.

What is part of your daily routine that you look forward to every day?

There are two things that I love as part of my daily routine. First, enjoying my first coffee of the day, as it really sets me up to get cracking.

The second is to do some Pilates as it provides me with a positive intention for the day.

What one thing would you change when dealing with media agencies?

My focus at Bauer is dealing with clients directly, but what I do know is that media agencies are full of brilliant people whose jobs are unrecognisable versus 10 years ago, given the changes in the media landscape. The pressure they must experience to understand all media and platforms is immense.

For us as a media owner, we need to make sure that they know they can lean on our expertise to help service their clients. It’s about working in true partnership and collaboration as we all share the same goal — to deliver successful marketing campaigns that create impact.

Peer question: What advice would you give someone starting their career in sales?

I would say to be curious, ask as many questions as you can and talk to as many people as you can.

It can be intimidating to start out in a career, although if you are curious and have an appetite to understand the role, the people and the industry, you will be able to choose the right path forward for you.

Question from Richard Costa-D’sa, head of industry, media agency, Meta

Peer question: If you could live in somebody else’s shoes for one day, whose would you choose?

It would have to be Beyoncé.

I was lucky enough to be there when she headlined the Pyramid Stage at Glastonbury; it was such a huge moment and I did think to myself: I would love to be her right now, totally owning it and showing everyone how it’s done.

Question from Ryan Rummery, commercial Dax director, Global

Peer question: Who would you say had the most influence in your media sales career? And why?

It’s hard to pinpoint one single person as there are so many people who have influenced my career. I have been very lucky to work with some brilliant people and have some inspiring bosses.

A lot of my best friends are from this industry as it’s full of smart, funny, creative people. I think it’s important to find influence from a wide range of people, whether that’s the CEO or a person starting out in their career.

The beautiful diversity of all kinds of people is where I find influence.

Question from Duncan Chater, managing director, Bloomberg Media

Peer question: What’s the best piece of advice a boss or colleague has ever given you?

This industry is all about people and the best advice I have ever received is to “treat everyone how you want to be treated”. I think it’s important to be authentic and ensure that you give what you want to receive.

Taking the time to understand other people and their stress and pressures means you can have a much better working relationship with them. Never have an ego or use status or seniority to get ahead.

Question from Laura Chase, chief commercial officer, WeAre8

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