Continuing our “5 Questions With …” blog series, we connected with Mark Hudson, TVSquared’s NYC-based Head of Business Intelligence, about his years in the advertising industry, “agency speak” and much more:
1. What are you most proud of in your career, and how has that helped your role at TVSquared?
I’ve been in TV production, sales and advertising throughout my career, and the role that opened my eyes to how dynamic, interesting and ever-changing “work” can be was at a full-service agency. I was basically paid to learn!
One campaign for a beer brand needed “something” to push it over the top, and sourcing non-standard data did the trick. It wasn’t media data at all, but it told us where to place the creative and led us to insights we would’ve never used or known about. It opened up possibilities of what can happen when you look beyond the standard. The whole approach led to a new level of cooperation with the client, developing a partnership vs. a typical client/agency relationship. That level of trust, parity and partnership is something TVSquared brings to the table and helps elevate the value of what we offer.
2. Is there an aspect of your role you’re particularly excited about right now?
The idea of being a teacher has always appealed to me. I lectured on various subjects in my past and was honored to be afforded the opportunity at agencies, which satisfied my teaching “jones.” I enjoy demystifying the agency ecosystem to those that have only seen it from the outside – as agencies speak a different tongue and their approaches can be puzzling. Helping to translate “agency speak” gives us all a leg up. It can also be humorous – and anyone that knows me knows I can tell you a tale. I’ve been hoping to find some way of putting that to good use!
3. What is your biggest achievement in your role here?
I like to think that insights drawn from the data, woven into our PR efforts, have driven more interest, leads and partnerships. I’m less than a year in, and working with a driven and dedicated group of people is something I feed off of. Transitioning from an agency to a vendor has been a welcome change in more ways than I can tell you.
4. What’s your favorite TV ad campaign?
I love vintage, quirky ads for everything from children’s toys to “B” movies. Watching local ads is a great source of amusement for how bizarre they can get too. There’s a campaign for Cricket Wireless, featuring these fuzz-ball characters, that makes me laugh, as much as a particular Rx ad (which shall remain nameless) makes me yell at the screen!
5. After a busy day, how do you like to relax?
I live pretty far from NYC, so the commute gives me time to decompress. The drive home from my train isn’t plagued by traffic either. I’m usually alone and, with the right music, windows open and good weather, driving along winding roads does wonders. There’s large lake and a river I cross on the way home, which have nice places to park and admire the scenery. It’s peaceful, quiet and the polar opposite to the city’s hustle and bustle. Once I’m home, it’s cooking that works … and maybe a beer. I have too many hobbies and too little time!