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What do you feel are some of the key attributes and behaviours of a People’s Champion brand?
I think People’s Champion brands never forget that the audience, or the fans in our case, are the most important constituent in the brand. That means you need to set aside personal or even brand
ego to drive a deeper and deeper understanding of what the audience wants.
I think you are starting to see that with new brands that have emerged in male grooming, such as Harry’s and Cornerstone. They are playing to what their consumers want, and how they want shaving and shaving brands to fit into their lives. And that’s what we have to do as the People’s Champion in the world of football. We have to truly understand where football fans are consuming content, and what type of content they want to consume. What are the stories that they’re interested in? And those become the ingredients for us, and we then put our creative layer and our more singular voice of the brand on top.
Finally, as Chief Executive Officer of a People’s Champion brand, which at one level is about a redistribution of power, how do you approach your role as leader and getting the very best out of the team?
The media businesses of old saw the CEO or the publisher have final say on everything that went out on TV or radio, a power similar to that of a commissioning editor. With the whole principle
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