The Fishbowl: Russell Levin, Clear Channel

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: Russell Levin, head of sales, media agencies — north at Clear Channel UK.

Levin has spent more than a decade at Clear Channel. He joined in 2013 as agency team leader for London and the south, looking after a network of 300 agencies in the region.

In 2017, he moved to Manchester to become agency group head, before taking on his current role in 2022, with oversight on agencies in the northern region.

Before Clear Channel, Levin worked at education communication specialist JazzyMedia and began his media career at ITV as a sales executive.

Why are you passionate about media?

What’s not to love?!

The media landscape is constantly evolving and I’m so lucky to help shape it, enjoy it and explore it alongside the most brilliant and fun people behind the posters every day at Clear Channel throughout the UK.

I’m a naturally inquisitive person who has always enjoyed learning what makes people and businesses tick. In this industry, there is never a shortage of business challenges and behavioural changes to think about and find solutions for. I never grow tired of meeting old and new friends to discuss and debate this.

Describe your leadership style.

A previous manager once asked me: if your parents, wife or children walked into a meeting or presentation, would they immediately recognise you? I playfully responded: “I hope so!” But I knew what they meant. I’ve always tried to remember this in almost everything that I do professionally.

I try to be honest, fair, empathetic, authentic and lead through action where possible. Very rarely would I ask the team to do something that I haven’t done before or wouldn’t do with them for the first time. I’m always happy to be a supportive sous-chef/wing-man whenever the request comes for networking, client briefs, presentations and the odd bit of client entertainment!

If you could change one thing about the industry right now, what would it be?

Generally, I believe that the media industry is in a good place, with so many talented people within it trying to make a difference at an economically fragile and complex time. I would just like to alter the pace of change on key issues of diversity in the workforce, social mobility and the creation of more equal opportunity throughout the UK.

Being based in Manchester provides me with the opportunity to speak to many industry people based in and outside London. I’m convinced that the passion, energy and ideas exist, but sometimes it feels like too many people are working in silos to achieve their goals, which are all important and crucial to the success and longevity of the media industry.

I’d like to see even greater collaboration in 2025 to increase the pace of change.

If you didn’t work in your current sector, which other media sector could you see yourself in?

I started my media career at ITV, learning and seeing all of the benefits of a broadcast medium and specifically linear TV at the time. Since making the switch into OOH, I remain absolutely convinced that there is nothing quite like a brand delivering its message at scale, especially in the context that the real world offers.

Both mediums are effective, but together we know that OOH can amplify the impact of TV, increasing its effectiveness by up to 35%.

Never say never — but it really is very hard to imagine being anywhere else other than within the OOH sector.

If you could take a year off from work, what would you do?

I’ve always been a big fan of the TV show Who Do You Think You Are? I would love to spend time tracing our family history back as far we could go and then explore the many countries and their cultures, which make up who we all are today.

I’ve always marvelled at the imagination that my children have. We regularly discuss writing and publishing a children’s book together and then donating the proceeds to charity. I would hope that we could complete this in a year, but to be honest we should probably do this anyway — my daughter certainly won’t stop suggesting it. Watch out for it some day.

What are clients most excited about right now?

The further evolution of retail media is a red-hot topic at the moment. How can clients’ omnichannel plans be more integrated and more effective than ever before?

The super-heightened interest in this space is interesting to me. For many decades, the OOH sector has been working with retail partners like Asda, Sainsbury’s and Tesco to help offer media solutions at — and on the way to — store, but the latest spotlight and renewed interest can only be a good thing.

The modern focus is how different channels can integrate to create a seamless consumer experience and how other retailers can monetise both their offline and online offerings. OOH is certainly well-placed to play a pivotal role in this, whether for brands that want to tap into retail audiences or for retailers looking to optimise their own assets.

Peer question: What’s your favourite business-related quote?

“It’s not about ideas. It’s about making ideas happen.” — Scott Belsky

Question rom Simon Kilby, managing director, Bauer Advertising

Peer question: Who was your first media industry idol and what influence have they had on you?

This industry is littered with so many great people who have always been so willing to help me when asked. It’s almost impossible to pick out any one person, but what has struck me consistently is everyone’s willingness to impart experience and wisdom — which is a behaviour that I always try to live by and pass on.

If I was pushed to choose, it’s Sir John Hegarty. I’ve always admired his journey and work, as well as his undeniable ability to remain ever relevant. I was privileged enough to interview him some years ago on his career — he didn’t disappoint.

Question from Duncan Chater, managing director, Bloomberg Media

Peer question: What are your top three workplace non-negotiable behaviours?

Everyone is unique and we all bring different attributes to the team, which helps us see challenges from differing perspectives to create good solutions. I just ask everyone to be respectful and listen to each other without judgement.

You can’t teach passion, but I do believe you can inspire people to think differently, so please come to work with an open and inquisitive mind.

Finally, I try to motivate through positivity and not fear, which makes being optimistic and positive vital.

Question from Ryan Rummery, commercial Dax director, Global

What’s the best piece of advice a boss or colleague has ever given you?

Where it’s safe, say yes to getting involved with every opportunity that presents itself within your career. You will end up at events, within rooms and meet people that you never imagine you will meet.

My colleague wasn’t wrong!

Question from Laura Chase, chief commercial officer, WeAre8

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].