Media Mentor - Jamie Ball

Typical entry into media – heard of the job via a friend and haven't looked back. Good job I got that degree in history – great grounding in media!

What does it take to make it big in media?

Hard work, dedication, strong liver (forgive the clichés) and a real belief in what you do and your product. If you don't believe in your product, change jobs.

What is the first thing you do when you get to work in the morning?

The usual mix of tea, e-mails and the day's to-do list – which usually means adding to the previous day's list.

Checking diaries, talking to our sales team (they're great) and working out what is going to bring in the deal that makes me famous!

Despite all the socialising, the morning is actually the best time of day for me - must be a developed tolerance to alcohol.

What is the best piece of advice ever given to you?

Two pieces actually. The first was to never stop selling (Peter Clothier). Regardless of how high up the career ladder you climb, it's crucial to keep in touch with what the job is really about.

The second was to be well read. Always find time to read as much trade and business press as possible and don't limit what articles you read to your own field of expertise.

A broad understanding of the issues facing all media and marketing (including wider business issues) should be a top priority for all media professionals.

Who is the person you most admire in the media industry?

ITV's Mick Desmond – proof that nice blokes can be successful. Also, George Cronk – boss, mentor and mate. He taught me all I know.

(Unfortunately, I must have missed the bit about how to play golf off 12.)n What has been the most embarrassing moment in your career so far?

After a long night of champagne-vodka red bulls with an agency and client in Manchester, I agreed to a game of "mercy" with the marketing director – I ended up accidentally breaking his hand!

What has been your biggest regret?

While at university, I never took my dad's advice to join the biggest rugby club in the area – rather than just the college team – to find out if I was really good enough to make the grade at a senior level.

What is the most exciting aspect of your job?

Defining what screen media is in all its different forms.

Screen media, as a fast growing ad option, is approaching a turning point – buyers and planners are beginning to embrace the medium. Its place in the media mix and its true worth to the advertiser though has, in my view, yet to be fully realised.

Being in a company at the forefront of developing a (relatively) new medium, and being able to positively impact on the way that new medium is bought, sold, perceived and taken to market is a very fulfilling position to be in.

And what do you least enjoy doing?

Spending too much time in the office. I'm a natural salesman so I like to be out in front of the customers as much as possible.

Where do you see yourself in 10 years' time?

I'm still in my early 30s, so firstly, still working – but in a wider commercial role – by which time, screen media will be a truly global phenomenon!

Career path

2004 Media sales director Avanti Screenmedia

2001 Sales controller Granada Channels

1998 Account controller Granada Media Sales

1996 Account manager Laser Satellite & Cable