The Fishbowl: Ben Chesters, Hearst
The Fishbowl
The Media Leader’s interview series asks the media industry’s top salespeople 10 revealing questions, drawn from our fishbowl. The questions will be drawn at random and contain some tricky posers set by the commercial chiefs themselves.
This week: Ben Chesters, managing director, clients, at Hearst UK.
Chesters has spent time both media owner and agency side.
He began his media career at Starcom in the TV department and went on to spend more than a decade at Publicis Groupe agencies. Most recently, Chesters was managing director, investment operations, at Publicis Media Exchange, the trading arm of the holding company.
Chesters joined Hearst UK in 2019, first as global head of client strategy and trading in its digital division.
He became head of agency sales in 2021 and was promoted to his current role in 2023.
Why are you passionate about media?
Having been in the industry for almost 25 years (working across pretty much every channel), I’m still as passionate about media today as I was when I first started out.
I’ve always been a firm believer that magazines have the power to inspire, bring joy and connect with audiences in a really special way. It’s an exciting time to be in publishing and we have a big opportunity to redesign and reshape our future.
What is coming up in conversations with clients?
In a world where performance and lower-funnel marketing has become so important, we are demonstrating the value that premium magazine brands bring to the marketing mix.
Our titles have deep relationships with their audiences and we are working in collaboration with partners to create the right opportunities to authentically integrate them in our brand ecosystems.
What is the worst excuse that either you’ve given or have heard from anyone trying to get out of a meeting or an event?
I’ve heard them all. But the one that stands out the most was when snow hit London.
Having walked for 40 minutes from West Dulwich to Brixton to catch the Tube for a meeting, I got a call from someone who lived 30 seconds from Clapham Common station to say they were snowed in!
How did you end up working in media?
Via the graduate milkround programme. I responded to an advert for a media placement at OMD and was asked to describe a piece of advertising that really resonated with me. I chose the return of the Mini Adventure and was put through to an X Factor-style day. I made it through to the final round, but sadly didn’t get the job.
OMD’s recruitment manager, Sally Davidson, got in touch with me straight afterwards to say that she knew the perfect agency for me. A week later, I started at Starcom.
Who’s the best media salesperson you know (other than yourself)?
This is really tough and impossible to pick just one. If pushed, there are two people who come mind.
Dara Nasr, former managing director of Twitter and current vice-president, global sales, at WeTransfer Advertising. He always makes time for people. He’s a brilliant soundboard, a wonderful leader of people and does it all with a smile on his face.
Karen Stacey, CEO at Digital Cinema Media and the current president of Wacl. She has passion, hunger and determination, has put cinema back on the map.
When you were a child, what did you want to be when you grew up?
Bearing in mind there was always a ball in every photo of me as a child, I was surely destined for a career in professional sport. Needless to say, I failed miserably!
Tell us about a time when you’ve had to push back on a client or agency.
My early career was very much in the heart of TV media trading, where I learned the art of negotiation and that you’re not there to win. The key is drawing an answer that works for both parties.
However, from time to time, there does come a point when you have to say no. Understanding the right moment to turn to a client/agency to say that a deal doesn’t work is something you only get better at over time.
Peer question: If you could work with any other media owner on a collaborative campaign for an advertiser, who would it be and why?
Sky would be interesting. Through our brands at Hearst UK, we have a history of championing women in sport. Recent campaigns have seen Elle collaborate with Nike on a partnership to mark England hosting the Uefa Women’s Euro 2022 championship and Women’s Health join forces with Vodafone to spotlight the Welsh women’s rugby team ahead of this year’s Six Nations.
With Sky being a big advocate of women’s sports, both through its coverage and punditry, I feel there’s a perfect synergy to do something special.
Question from Emma Callaghan, sales and invention director, Reach
Peer question: What advice would you give someone starting their career in sales?
Listen. Listen to your client. Listen to the agency. You need to hear what the challenges are so that you can create something truly bespoke to help solve them.
Question from Richard Costa-D’sa, head of industry, media agency, Meta
Peer question: Based on what you know now, what one decision in your career would you change and why?
In an industry of constant change, gaining a rich variety of experiences will benefit your career — especially when you’re first starting out.
I wish I knew this earlier on, when I probably stayed in roles for too long where there was less opportunity to grow.
Question from Matt Salmon, UK sales director, Snap
Read more Fishbowl interviews here and see what media’s top salespeople say about working in the industry and what concerns their clients. To suggest an interviewee, contact [email protected].