In an attempt to showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 Questions are put to MightyHive chief executive, Peter Kim.
What was your first ever job?
My summer job during high school and early college was a lifeguard and swim instructor.
Which industry buzzword annoys you most?
CTR. It is too often used as a misleading proxy of performance. Should be replaced by (true) ROI.
Who do you find most interesting to follow on social media?
">Andrew Ng is one of the world’s leading thinkers and researchers on a critical topic: AI.
Highlight of your career (so far?)
What piece of tech can you not live without?
My phone. Currently using a Google Pixel 3 XL. I switch between Android and iOS every year to make sure I stay current in both ecosystems. (Apple, please open up iMessage). The Oura ring is also great.
Who or what did you have posters of on your bedroom wall as a teenager?
The cover art for Isaac Asimov’s Foundation. (Yes, yes - I know.)
In advertising, what needs to change soon?
In order of priority:
1) increased control and transparency,
2) increased integration between media and creative,
3) increased accountability for financial results via better attribution,
4) consolidation in the ad tech market.
What is (in your opinion) the greatest film/album/book of your life?
Here are a few books that are current favorites: The Second Machine Age (Brynjolfsson), Thinking Fast and Slow (Kahneman), Crossing the Chasm (Moore), Complexity (Waldrop), Fluent Forever (Weiner).
Which industry event can you not afford to miss each year and why?
No event is irreplaceable, but the CES and Cannes two-step is very convenient because almost everyone is there.
What's the best piece of advice you have ever been given?
“Don’t give up.” - Mr. Roy Nichols, 3rd Grade Instructor, Los Alamitos Elementary School (San Jose, CA).
More 10 Questions With... interviews can be found here.