Personal Best: Charlotte Richardson
Best pitch presenter you’ve ever seen:
Not a pitch as such but I do remember watching Sheryl Sandberg give a Ted Talk as part of her promotional campaign for her book, Lean In. I was studying at university at the time and can clearly recall the profound impact it had upon me. The research she brought to my attention, the arguments she presented and the inspiring vision she outlined struck a chord with me and taught me a lot that has stayed withme throughout my career.
Best sports marketing campaign (that wasn’t yours):
I loved Always’ ‘Like A Girl’ campaign. It was the first of its kind to truly capture an empowering and uplifting tone of voice whilst challenging serious and damaging stereotypes. It was a simple concept, executed subtly and this amplified its impact. As an overall campaign, it was one that leant itself superbly to various platforms, traditional and non-traditional media and is one I believe has gone onto influence a lot of others subsequently.
Best agency (that isn’t yours):
I am a big fan of Sleeping Giant Media.
Best young industry talent:
I work with an incredible designer Lara Honeybul. Her creative capabilities are incredible and very inspiring to work alongside.
Best sporting event attended:
A tough one to answer but I think I’d have to go for New Zealand versus Argentina in the Rugby World Cup in 2015. I was pitch side at Wembley for a match that broke the record for the biggest ever crowd at a Rugby World Cup match. The atmosphere was truly incredible; as was the match itself.
Best sporting event on TV:
It’s hard to pick between The World Cup (football) and the Olympics. Seeing as they’re coming up this year, I’ll plump for the latter.
Best brand ambassador:
Anything Dina Asher Smith endorses is good for me! She’s done a great job with Muller.
Best industry event or conference:
I used to really enjoy Kick It Out’s Raise Your Game conference. They do a brilliant job showcasing careers to young people across the game.
Best film containing a scene depicting the sports business:
Not quite a film but the opening scenes of Sunderland ‘Til I Die, Season Two when the new Marketing Director held his first team meeting entertained me greatly!
Best book recommendation:
Fiction: To Kill A Mockingbird, Harper Lee & Non-Fiction: Shoe Dog, Phil Knight
Best bar or pub:
I’ve only ever been there once but hands down the best pub I’ve ever been to (and can’t wait to re-visit!) is Temple Bar in Dublin. Especially on St Patrick’s Day!
Jojos which is an amazing tapas restaurant in Whitstable
Best holiday resort:
Jumeriah Beach Hotel in Dubai
Best box set:
Right now, it has to be Line of Duty! I’m a big fan of all the Amazon sports series too.
Best influence on your career:
Best dinner companions (min 4, max 6):
I’d love to sit at a table with Elizabeth I, David Beckham, Ricky Gervais, Nelson Mandela, Emmeline Pankhurst and my goddaughter, Halle Grant.
Best job in the sports biz:
It has to be Gary Lineker’s job as host of Match of the Day
Best professional regret:
I don’t have one.
Best skill you most covet:
Best trait you admire in others:
Best overrated virtue:
To be host of Match of the Day!