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Interview Series V6 – Jeremy Austin Brook

April 18, 2011 at 11:55 by Mark Comments

Super nice guy Jeremy is the next in the series… Jeremy is working in Amsterdam in the Global Capabilities team as Digital dude at Heineken International. (that’s Michael in the background).
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Q1. What is the number one thing about your job that gets you out of bed in the morning?
Most recently it has been the ability to see digital strategies being implemented on the 200 brands that Heineken Group owns and desire to have a small roll in directing the teams that lead these initiatives.
Q2. What are your favorite sites/digi campaigns right now?
Our company just launched a pretty awesome YouTube Channel take over for Desperados (http://www.youtube.com/desperados) but outside our own campaigns I am addicted to is anything that is location based plus I am still excited by the We’re All Fans campaign for the Grammys
Q3. Who is the new kid on the block – the agency/business to watch for the future?
I am not sure they are technically a new kid anymore but Spotify is possibly the strongest start-up cross platform channel out there – I think it’s an iTunes killer if they get it right
Q4. What sector would you say is furthest ahead in digital marketing at the moment?
Well it is my ambition to put the alcohol category back in the lead but the reality is we are still behind (with notable superstars as exceptions). I think service brands like travel have had the most dramatic improvement in the last 3 years. Electronics and other digitalized categories have a huge advantage so I do not think their strength is as significant.
Q5. What technology or initiative is most likely to revolutionize Web/mobile marketing?
For me the most interesting tech trend will be web-based mobile applications and their ability to jump from your phone to your TV, your laptop and of course to other mobile/tablet devices. For example, m.YouTube.com on a tablet device is just about the best way of viewing YouTube – all I want it to do now is share it with my TV. If you want to get a feel for how sharing content is changing download the Color app and go out for a few drinks with other Color app users.
Q6. If you could wave your magic wand and change one thing about digital marketing what would it be?
Probably the phrase ‘digital marketing’- I really don’t know why we stopped calling it interactive. Marketing is about behavior not technology.
Q7. What’s the biggest mistake people are making in mobile/Web marketing?
The trend I would like to see end is the mindless rush to facebook (and other social channels) without the diligence of creating a sound communications strategy.

Q8. What is the most useful resource site/blog you use?

For professional purposes, Twitter has reduced the number of sites that I need to visit and ensures that I get the content from a broad cross section of digital and marketing resources.
Check out for yourself what I follow @jeremybrook

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