Matthew Herbert, Head of Client Service, Astus
tells us how media barter provides a unique commercial benefit for companies, what his favourite media campaign is and more...
What was your first job?
After completing a Sports Science Degree, my first job was obviously in IT Sales!
How did you get into media barter?
I was actually a client of Astus and thought the concept was so innovative and unique I approached the COO regarding job opportunities.
What do people not know about media barter?
I think some people still assume it is driven by excess inventory, however far more deals now happen with first line stock. Ultimately, media barter can be administered in a number of ways and we use a consultative approach with all clients to ensure the best fit solution is used for each particular client/situation.
What do companies actually get out of using media barter?
Essentially, a unique commercial benefit, which again can be delivered in many different ways to suit each client/situation.
Best piece of career advice you’ve been given?
Always seek to employ your successor.
Favourite media campaign?
Dairy Milk drumming Gorilla
What’s the next big thing in media?
Anything that can be held accountable for ROI.
Best industry resource?
I use Campaign and LinkedIn a lot, but the Mad Men box set is very useful too!
Who inspires you recently?
Astus senior management – they have set up a sector changing company with continued year on year growth, whilst creating a positive working environment.
Biggest mistake you’ve made and what did you learn about it?
Trying to have banter with a Glaswegian about football. After he unpinned me from the wall I vowed to always know my audience before opening my mouth!
If you didn’t work in media, what would you be doing?
What did you want to be when you grew up?
Where do you holiday?
Most recently Italy and Portugal.
View how you can make your advertising budget work harder using media barter here>