Since nonstopConsulting launched in the UK in September 2010, the business has grown from strength to strength. We find out what the Client Services Director Chris Russell-Smith has in store for the coming months.
How would you describe yourself in 3 words?
Gregarious, Loyal, Rational
Like affilinet, nonstopConsulting was founded in Germany, do you take a lot of direction from HQ or do you operate as an autonomous business?
Whilst we are a separate business, we work very much as an extension of the international team on a number of accounts, so we work closely with the Munich and Dutch offices and share our MD, Peter Potthast. But for UK based clients we work fairly autonomously.
We saw on your LinkedIn profile that you are a gadget fan, what was the last gadget you bought?
My iPad. Wish I’d waited a couple more months for an iPad2!
You’ve been in media industry since 1996, how do you feel the affiliate space developed in that time?
When I started out I was buying print and radio, and there was no such thing as affiliate marketing. As an industry I am fascinated by the speed at which it continues to mature and evolve, especially in the last 4 years I have been involved in the industry, where we have seen businesses consolidate and fail, polarisation in the markets and the increasing complexity of the channel within the digital mix. It’s also interesting to observe how the attitudes to the CPA model have changed from both client side marketers and traditional media owners.
Being a food and wine lover, what is your favourite eatery around London?
That’s a tough one. I don’t have a favourite and I find I don’t eat out in London as much as I used to. I try a lot of places that often don’t live up to the hype. Can’t go far wrong with Gaucho Grill, Villandry, or most importantly a proper olde London pub!
What is your vision for the development of nonstopConsulting UK in the next 12 months?
We’ve had a brilliant start over the last 6 months, working with a broad range of regional and international advertisers like Virgin Atlantic, Lloyds Pharmacy, Legoland, Sixt, and TomTom, as well as introducing new merchants to the channel like the Healthybackbag. We are just about to take on another account manager and I’m looking forward to extending our client base particularly in the travel and retail sectors.
In such a competitive marketplace, how does nonstopConsulting differ from other performance marketing agencies out there?
Our key USP is the fact that we can offer such extensive international reach to advertisers looking for a coherent structure across multiple territories. But we are also strong in the UK market as well and are very strong in specific niches. Our account management structure means that each account manager is an expert in their own territory and this expertise lends itself to both local and international business. We are also focused on ongoing optimisation of our programs both from a technological as well as sector expertise basis. Our tools mean we can spend more time developing accounts than just administrating them.
nonstopConsulting are positioned as a frontrunner in agency technology, can you tell us the sort of things you have lined up for the UK?
nonstopConsulting has developed some unique tracking and distribution tools over the 9 years we have been operating, particularly (although not exclusively) to meet the needs of the travel sector. We continually improve and invest in them to meet the needs of our advertisers. The UK operation has access to exactly the same tools and therefore any UK advertisers we work with either locally or internationally can benefit from them.
What is your biggest achievement – professional or otherwise?
Stopping smoking 5 years ago, achieving my Chartered Marketer status, and my 2 children who are a constant source of wonder.
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