10 Questions With Andrew Pearcey, Marketing Communications Director at Farnborough International
#1 How long have you been Marketing Communications Director for Farnborough International and how did you get there?
I have been Marketing Communications Director for Farnborough International for a grand total of 9.5 weeks! My background is very much split between agency and client side roles, including being Head of Sponsorship at Orange/EE and Brand Marketing Controller for Budweiser. Before joining Farnborough, I was Managing Partner at an integrated marketing agency looking after Samsung.
#2 What was your first ever job and what did you learn from it?
Shelf stacking in Asda. I learnt that I definitely didn’t want to do shelf stacking after I finished school!
#3 What’s the best advice you’ve been given and by whom?
Never cross the road by parked cars. Green Cross Code Man.
#4 What is your favourite thing to do, outside of work?
I have 3 kids (7, 5 and 3 years)… Hopefully that speaks for itself!
#5 How do you use Meltwater as Marketing Communications Director and how does it benefit you/your organisation?
As Marketing Communications Director, I’m using Meltwater to measure the effectiveness of our social channels and to monitor press coverage (and associated value) around the air show. Meltwater also allows us to monitor and benchmark competitor activity.
#6 What is your favourite part of your job?
My favourite part of the job is getting to play with planes of all shapes and sizes.
#7 How do you measure marketing communication and PR ROI?
As Marketing Communications Director, I measure PR using AVE (Advertising Equivalent Value). Marketing communication is ultimately measured on ticket sales, but we have lots of metrics behind that.
#8 Who is your professional idol?
I don’t idolise anyone. I admire Steve Jobs. He was single minded about design and the brand, which is now what keeps it ahead of the wannabes (just).
#9 What is your favourite publication or blog to read?
As I’m throwing myself into the world of planes, I’m enjoying ‘Fly Past’ (one for the geeks).
#10 What is your number 1 professional top tip?
Good leaders know their strengths, but they build their teams around their weaknesses.
Follow Andrew on Twitter here @SIRPERCIUS and Farnborough International here @FIAFARNBOROUGH!