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Moving toward a sustainable future: The innovation and transformation of the food industry

Kees Kruythoff

chairman and chief executive officer

Sir Martin Sorrell

founder & executive chairman

10 questions with... Andrew Canter, Global CEO, The Branded Content Marketing Association

Each week The Drum speaks to people across the global media and marketing sector who are bringing something a little different to the industry and talks to them about what little insights they can offer the rest of us. This week's 10 Questions With... features the chief of the continually expanding organisation, The Branded Content Marketing Association, Andrew Canter.

What was your first ever job?

I trained and qualified as a photographer and worked as a ‘Professional’s’ assistant in Soho. I then became a jeweller for a brief period, before finally ‘getting into advertising’as a Sales Executive for Tyne Tees Television, selling airtime to advertising agencies.

Why did you get into marketing?

I played for a local Cricket team from the age of 14 years old. A number of my teammates worked in the Advertising Industry. They used to tell me such brilliant stories of how exciting the business was and of course some of the amazing ‘Jollies’they were taken on. I love the creative aspect of the industry.

What would be the perfect day?

The trains running on time! Lots of meetings to discuss new client projects, research or membership.

What is your favourite social media platform when it comes to work?

I’m a huge fan of LinkedIn. I started using when it first launched as it was around the time I launched my own Agency and found it invaluable to keep in touch with Industry contacts. It is as relevant today – potentially even more so - as it was back then.

What is the best book you have ever read?

“Pillars of the Earth”by Ken Follett.

If you could ban one buzzword or piece of jargon what would it be?


What is your all time favourite piece of content from a marketing perspective?

BMW Films - 2001. It’s clear that BMW were so ahead of the curve. The stellar line up of talent was nothing short of extraordinary. If BMW produced these films in today’s celebrity obsessed world, it would probably have ‘broken the Internet’! Due in large part to the quality of the storytelling, the purity of the brand integration and the quality of the talent behind and in front of the camera, BMW Films remain timeless and at the pinnacle of branded content.

Who is the person you most want to meet in the industry and why?

Sir Ridley Scott – he is a legend in the world of content. A true visionary that I have been close to, through the brands I worked with, but never actually had the pleasure of meeting.

Do you ever turn your phone off and if so, when?

In a word - No

What's the best piece of advice you have ever been given?

“Advertising is just about selling stuff.”[the late, great] Tim Broadbent