This week’s unmasked marketer is Erol Soyer, Managing Director – international at Forensiq. Soyer thanks Carl Sagan for making people curious, listens to the words of Benjamin Franklin and hates “lifestyle” – why?
Find out what happens when you give marketers seven questions and one minute to explain what inspires and motivates them.
What do you want to be remembered for?
In order of priority – firstly being the proud father to two very talented boys, and secondly, building a global business around an issue I care deeply about, ad fraud.
What’s your favourite quote?
“Well done is better than well said” – Benjamin Franklin.
What makes you wake up in the morning?
It’s not always the same thing, but generally, it is the excitement of a new day filled with new adventures. I never quite know where the day will take me!
Who’s your biggest inspiration?
Carl Sagan – an expert in multiple disciplines and a pioneer in making people curious.
What’s going to be big in marketing this year?
I think we will see discussions on inventory quality, purity guarantees, and ad-blocking blockers dominate the marketing landscape. As the issue of ad fraud becomes increasingly accepted, a collaborative industry effort is needed to detect and tackle fraudulent inventory.
What’s your least favourite “buzz word”?
Lifestyle. It is a non-word, and as Clive James brilliantly sums up; “As opposed to life, which is various, a lifestyle concentrates on one activity and flogs it to death.”
What was your favourite digital campaign from 2014?
Chipotle’s ‘The Scarecrow’ – an animated video and digital app developed for the Chipotle Mexican Grill restaurant chain in the US. It showcased creativity to communicate a message around wholesome, sustainable food and received recognition from the Webby Awards, Andy Awards, and Cannes Lions Awards.
Forensiq provides a leading fraud detection solution for the online advertising industry.