The Marketingweb Interview: Graham Willcock

Congratulations on your appointment. How are you settling into the role of MD?

Thank you. In terms of settling in I think it's a process that has started with a conversation that will last a long time - if I get it right. RadMark is a company with an excellent reputation in terms of innovation and its service ethic. My conversation right now revolves around helping people to understand why they have achieved what they have with one of the most exciting business models around and in developing our storyline - also developing our powerhouse brands and RadMark as a brand in its own right.

What is your background?

Twenty years in print media - everything from daily newspapers to healthcare, the automotive sector, FMCG, retail, construction and engineering. For nine years, I was part of the team that built Auto Trader into the institution it is and I spent a considerable part of that time coming up with a uniquely South African strategy for migrating revenue from traditional media to digital. My functional interest is in marketing - I have an honours in marketing and hold a CM (SA). My professional interest lies in applied ethics, specifically reputation management and advertising ethics. Yes there is such a thing!

Are there any plans in the pipeline to diversify your portfolio?

Media mutation and the confluence of different media types will present a number of new opportunities for those with the courage to take some risks. RadMark has always had a reputation for its innovative approach to finding marketing solutions and I will help give that some direction. I think the hype over new media is exaggerated and neither digital nor mobile platforms have critical mass in this country. Traditional media will continue to play its role and radio will be at the forefront as the original social networking phenomenon.

What are you bringing to the table that is not there already?

RadMark has been the benchmark in radio for the past decade - probably longer. It's pretty difficult imagining how I will add value at an operational level. In terms of strategy, however - well that's another thing, and I think my particular strengths in the areas of change management and the development of human talent will make for some interesting synergies.

Is radio affected by the current economic climate? How?

Yes it is - the market is contracting with significant reductions in advertising budgets in the financial services, the automotive and cellular communications sectors. Interestingly, just as business and consumer confidence has taken a knock, so the alcohol sector is up as are FMCG and IT.

What do you know for sure about the world of business?

Reputation is everything. Also, those who say something can't be done are usually interrupted by those people proving them wrong.

Do you think there is such a thing as too much media consumption?

Yes I do and I'm not sure an increase in volume - particularly if it is user-generated, is a good thing either. Over supply, however, leads to increased choice and that makes a population more sophisticated. That's a good thing in, and of, itself.

How has the use of media evolved?

You know that's an interesting question. Twenty years ago, when I was starting out, media consumption would consist of sitting down to read a newspaper and watching a highly censored news broadcast courtesy of the SABC. You would buy a magazine once a week/month - there was probably only one dominant player in any particular sector. And hey, you were happy.

As 24/7 has become a reality, however - driven I think by the 24 hour news channels - so media consumption has increased at a similar pace. Anywhere, anytime, any type of device is no longer the stuff of science fiction. The quantity and immediacy of media has gone up but there have been compromises along the way. Editorial integrity is difficult to ascertain, privacy has been consigned to the wasteland that was once called ‘civil liberties' and the interest of children and other vulnerable communities are in need of serious regulation.

The evolution of media, however, has had one very significant impact on society and that is that anyone can be famous. And that is probably the greatest single factor driving anti-social behaviour around the world. Whether it is Facebook, youtube, mxit - who cares, as long as you get your 30 seconds of fame. Nothing wrong with that until you broadcast your intention to murder students at your local high school or publish fabricated lies about the character of someone who you may or may not know. On the upside, the role of regional radio has increased in its relevance - radio is an exceptional parallel medium that coexists comfortably with both digital and mobile technologies. Leveraging those synergies, without compromising the mother brand has proved a dismal failure for print media - except in the search and select segment. And TV, for as long as it is a broadcast medium is going to find it difficult to embrace the new technology in any meaningful way.

Describe your typical Monday?

The day starts off with an intimate 90 minutes with Phat Joe (KAYA FM) and Darren Scott (Jacaranda 94.2) courtesy of the extraordinarily inefficient Jhb Roads Agency and the incompetency of the Jhb Metro police force. Once I get to the office my life is taken control of by something called an electronic diary. Next thing I know its 6pm and I get to spend another 90 mins in the traffic this time with John Perlman, courtesy of Kaya FM.

What annoys you about sales people?

The noblest profession on earth is sales and finding someone who does their profession proud is always a cause for celebration. Performance at any cost though isn't that difficult. Performance while caring about how you get there makes you exceptional. Any sales professional who doesn't get that, has no right being part of what we do.

What makes a good leader?

Moral intelligence makes a good leader - which I define in terms of integrity, responsibility, compassion and forgiveness. Technical ability and cognitive intelligence may be threshold competencies but neither are determinants of success. Moral intelligence, however, and its often misunderstood compatriot, emotional intelligence, are differentiating competencies that are recognisable in all good leaders. Leadership is inspiring, so be inspired.