She says. He says - Matt Scheckner and Kathleen Saxton interviews

What started as just an idea has grown into one of the most important gatherings of Europe’s best and brightest. It’s a true celebration of the advertising industry and the people who make it thrive and evolve from today will into the future.

A look inside how Advertising Week Europe came to be, and what the future holds.

How did this “dynamic duo” relationship start?

Kathleen: I had been visiting NYC for Advertising Week for 5 years and watching Matt get up and introduce the rooms and wondered who the hell he was. I asked a great mutual friend of ours Elizabeth Harz if she could make the introduction, because we really wanted to participate in the future. She kindly did and the following year, with great help from Matt, we ran a talent session at Advertising Week in New York. At the wrap dinner on the final night, I mentioned to Matt that there simply was nothing like Advertising Week in Europe and that I thought it could work across the pond. I invited him to come over to London and allow me to introduce him to some people and test the theory and, true to his word, several weeks later he did – and our partnership was formed.

Matt: Back in 2010, we were introduced by a mutual friend, Elizabeth Harz, who was then head of global media for Electronic Arts. Presciently, she said something like "I have this friend in London who is in the talent business; she's a little crazy, you're a little crazy. You two should connect, you'll get on well and something will happen." I found out that Kathleen had been coming to New York City to Advertising Week, but we had never met. Kathleen had an idea to stage a Seminar around her area of expertise and passion, talent. Certainly a good idea, but at that time The Lighthouse Company and Kathleen were an unknown commodity in the USA. So we came up with something to set her up for success by creating the Fast Company Talent Summit, presented in partnership with The Lighthouse Company. We got some great people on it, including R/GA Chairman and CEO, Bob Greenberg, and iconic music producer, the late Phil Ramone who, among other things, produced records for Billy Joel, Paul Simon, Tony Bennett, Frank Sinatra and taught Kevin Spacey how to sing for his Bobby Darin project. At the closing night VIP dinner that year, as she was leaving, Kathleen asked me if I would ever considering packing up the show and coming to London. And that's how it all started.

People who work with both of you on Advertising Week Europe talk about how well you work together. What do you think makes this chemistry so good?

Kathleen: I love and respect Matt completely and I think we have built incredible trust between us. We have a great shorthand in conversation and we can read each other well in a room. He is a true visionary and storyteller – which means he can help people imagine the unimaginable when they need to and understands what makes a really good show. He truly believes anything is possible and his tenacity knows no bounds.  We are connected by our entrepreneurship, connectivity to people, love of collaboration and sense of making a difference. We’re also bound together by our impatience – although I’m sure I hide mine better.

Matt: We're both aggressive, in a measured way, and neither of us is smart enough to know what we don't know. Kathleen and I are also both very passionate people and play off each other very well. But I'd say the whole key is we both share common traits: we keep all of our promises, are willing to aim high, really challenge ourselves, and respect confidences which is critical as we deal successfully with so many competitors. And yes, we’re both impatient and Kathleen does hide hers better.

What would you say were the highlights of the inaugural Advertising Week Europe last year?

Kathleen: The greatest highlight was that it happened full stop. The amount of courage and imagination our partners gave to support and believe in this huge, new thing was humbling and inspiring. Advertising Week only happens if everyone participates and to listen to, trust and work with an American they’ve never heard of and a headhunter they see too much of was quite an ask. It happened and it was amazing. A personal highlight was standing in St Paul’s Cathedral on the Monday night for the opening gala, and seeing everyone who runs a business in our industry standing together and realising the power of the collective heart and mind.

Matt: Well, seeing that queue early in the morning at our first Ronnie Scott's Leadership Breakfast and the crowds at BAFTA were the most relieving moment. But the highlight for me was the closing night VIP dinner at Abbey Road Studios. To be able to open those closed, locked doors to all of our nearest, dearest friends, colleagues and partners and welcome them into Studio 2 where The Beatles recorded 190 of their 210 songs was pure magic.

What are you looking forward to most this year?

Kathleen: The sheer scale of thought leadership that will be delivered across four days. I attend in NYC and London to learn and here is no better place to accomplish that. I always leave feeling refreshed, invigorated and reminded of why I wanted to work in this industry in the first place.

Matt: The thought leadership programme is rich and robust, so seeing how the industry reacts to that is high on the list. The evenings are also very strong with the Opening Gala at St James's Palace and the closing night VIP dinner at House of Lords — two extraordinary venues. And Spotify's Opening Gig headlined by Bombay Bicycle Club will be fantastic. But in my heart, I'm probably most excited about our London Live Late Night at Ronnie Scott's. That place is just the tops and for us to be presenting a show there, the first time they have enabled an outsider to take the place over at night, is an honour and we are going all out by flying in a fantastic act, Jon Batiste, who has deep Louisiana jazz roots.

What advise would you give people who are attending this year? What about for first-timers?

Kathleen: Get a lot of sleep the week before – seriously. Plan your calendar and orientate yourself before you arrive. Say yes to everything – and yes there are sometimes four events in one evening – go to them all. For the first timers, you’ll get to know Matt well. He’s on stage more often than Emile Sande at the Olympics – fact.

Matt: There are a LOT of choices. The calendar, both in the Guide, on the web and in the app, is very easy to navigate but there is quite a bit. So coming in with an attack plan is wise. And it's a four day marathon, so pacing is also key.

Looking ahead, what are the mid/long-term goals for Advertising Week Europe?

Kathleen: In Europe we continue to build. This year we have added more client interaction and further European inclusion but we can always add more and make it better. Last year was about proof of life. This year is about building on the baseline. Next year is about making it the go-to event for anyone who touches our industry.

Matt: Our goal every year in New York and London is the same. No matter how strong the year prior was, we want to make it better by any and every definition. So while we were flattered and humbled by the reception from 2013, our objective is to absolutely blow the roof off this coming year. And the day after it's over, we get to work on 2015 and doing it again. But better.

There is a special discount to this year's Advertising Week Europe, just for Marketing Society members. Find out more in our Clubroom. For more content on Advertising Week, browse our Clubhouse.

You can also find out more about the sessions we're hosting via our Events Gallery.