An interview with Marketing Impact’s Managing Director, Steve Davidson about the last 20 years.

Q: Who was your first client back in 1990 and what did the work involve?
A: Hartwall, the brewers of Kulta lager, the best selling lager brand in Finland and Scandinavia. Kulta wanted to gain a presence in the UK and appointed Marketing Impact to undertake a full range of marketing activity. This involved creating advertising, consumer promotions, product sampling and sales presenters. And thanks to LinkedIn I’ve made contact again with the client with whom I worked.

Q: Tell us about MI’s most challenging brief.
A: Many briefs are challenging, but in different ways, which is one of the reasons that makes marketing such an interesting business. Whether it’s overcoming a technical issue, learning about new sector or just meeting an incredibly tight deadline, they all have to be addressed. One job we did for British Gas, which comes to mind, was a very complex loyalty mailing to several million customers. The mailing piece incorporated not just one, but several technically difficult print techniques and only one printer in the UK could handle it. The data splits were many and the timing was crucial and very tight. But we pulled it off and won a national print award, which we were particularly proud of.

Q: If you could turn back the clock, tell us two things that you would do in a different way?
A: That’s a difficult one to answer. Not being accountancy, there’s little in marketing which is black and white, more a matter of opinion and judgment. Nowadays I always try and consult more widely to get the benefit of (sometimes) contrasting views. And the second – I should have accepted the role of Mitch in Baywatch 20 years ago!

Q: What changes have most impacted on the business in the last 20 years?
A: Most people forget, but mobile phones weren’t common, not everyone used a pc, email and web didn’t exist and artwork was done by hand. Without a doubt, technology has had the greatest influence. How we communicate with clients and the tools at our disposal to communicate to their customers has been revolutionised. We certainly get through more work and the resources at our disposal are hugely greater. But technology can’t replace quality of thought, which is still down to individuals and working with a talented team is hugely rewarding. Even with technology, sometimes simply talking can be far more meaningful than a bundle of emails, texts, tweets and blogs.

Q: What has been your most embarrassing experience?
A: Being very careful in a client’s newly decorated office I placed my coffee out of reach on a windowsill away from the concept visuals and me. It was only when I left and put my jacket on that I knocked the (still full) cup of coffee all over a wall and table. Sorry Marc!

Q: Mark Twain famously said “20 years from now you’ll be more disappointed by the things you didn’t do than those you did.” Do you regret anything that you didn’t do?
A: With hindsight we should have embraced PR before we did. For a long time we’ve been involved on the fringes, but didn’t invest fully in the resources. In recent years we have and now it’s an important area for us.

Q: What are your fondest memories in the last 20 years, both personal and business related?
A: On the personal side that’s easy, 1994 and 1998 when my kids Jenny and Martin respectively were born. An unbeatable experience that continues and puts in the shade any work related achievements. Business wise, for our 15th anniversary the culmination was a party attended by existing and past clients, suppliers and staff. It was full of memories and fantastic to see many of those who have been part of MI together in the one room!

Q: What are your ambitions for the future of Marketing Impact?
A: To continue delivering exciting client work, build on the successful growth record to date and maintain the close working partnership that’s been established between our team, clients and suppliers. Enjoy our work and have fun along the way.