We are delighted to bring you a Member Interview with Matthew Lambert, Managing Partner, Growth at Dentsu Creative
What’s your golden rule?
Move and keep moving. Most things are built on momentum and a good decision on a Monday is nearly always better than a perfect decision on a Friday.
Who has been your biggest influence?
My mum. The hardest working person I know. Second to that, Matthew Heath, Nicky Bullard and Victoria Fox, the brilliant exec team at LIDA, who taught me pretty much everything I know – and who gave me the space to grow in my career.
What is your most hated business expression?
“I’m back-to-back all day.” Why? Being furiously busy is the enemy of doing anything well. We all need to prioritise time to think and work autonomously.
What’s the smartest business idea you’ve ever had?
Personalised toasters – an ultimate branding moment. I still stand by it being a huge hit.
Which leader do you admire most and why?
In business, Rose Marie Bravo, for her tenure at Burberry alone. An incredible strategist, who never let anyone out-work her. As a history geek, I choose Henry VII. He united a country by understanding the difference between what people said and what they meant.
What is on your mind the most right now as a marketing leader?
The sheer volume of stuff we make – and how we preserve the value of great creative ideas in a world of AI wallpaper.
Why is being part of The Marketing Society important for your career?
Agencies are often echo chambers and The Marketing Society has always provided real and candid insight into the practical and commercial realities of managing brands. That, and the connections I’ve made with some brilliant people.
Why does marketing matter to you?
Marketing = growth. You can have the most technically astute business, underpinned by financial know how but without the ability to generate demand and sell, you will not grow.
Tell us something that’s not on your CV
I was in the opening ceremony of the London 2012 Olympic Games.
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