Martin Pavey is CEO at creative tech platform IVO. He has worked in media and digital tech for 25 years, starting out in film and TV before joining UK rich media start up Tangozebra in 2001. Post acquisition by DoubleClick, Pavey moved to creative workflow platform Peach, then onto a ten year career helping build Flashtalking into a global business.
Who is your digital hero?
James Barrs, co-founder of Tangozebra.
What has he done to win hero status in your eyes?
Kenneth, as was his name, heroically championed digital creative in a way I had not experienced back in 2001, when I was lucky enough to work for the 3 James’ (Booth, Barrs, Aylett) at TZ, the pioneer UK rich media platform.
To this day I’ve not met anyone who can imagine and create digital ads that make people smile like Barrsy did. Good ads do that to people. A lesson today’s display creative would benefit from.
How has his heroism helped drive digital?
Creative has always underpinned great advertising, with digital bringing the joyous addition of cool tech to bring it to life.
Kenneth personified these two things, inspiring colleagues, clients and brands to embrace every kind of digital marketing innovation, with bucketloads of passion and attention to detail.
He was an originator of what every brand now wants – experiences. Innovation is the lifeblood of digital, it’s what still makes it the place industry to work in and people like Kenneth are the driving force.
What the biggest challenges in digital we need another hero to solve?
Digital does itself a disservice in some areas, it feels like automation has grabbed the torch from creativity and innovation.
Programmatic efficiencies and data being sent here there and everywhere contributed to privacy concerns and the cookie witch-hunt. The challenge the next action hero needs to solve is regaining the confidence of brands who moved innovation budgets elsewhere. Enable the next generation to enjoy creating digital campaigns that make clients and consumers smile.
What is your most heroic personal achievement so far in digital?
My most heroic achievement in digital so far was coming up with the name ‘Toast’ for an ad format that… popped up when it was ready.
And getting it printed in New Media Age [NDA’s predecessor].
