Name Gerry Hopkinson
Job title Head of marketing
What was your motivation for leaving Mondex International to join
The opportunity to get involved in a business and a sector that is
What are the challenges that Citria faces in the e-business sector?
Finding, attracting and keeping the right people is everything in
professional services. Good people attract more good people, who create
winning business practice and happy clients.
How has the marketing industry changed in the past ten years?
I think the industry has changed in line with the way that business and
the economy as a whole has changed. We are living in an era of
over-supply, where most companies build in excellence as standard.
Technology creates better products, but it is marketing which creates
true value for business by creating brands that resonate with
What do you enjoy most/least about your working environment?
The people and projects. As a one-stop shop for e-businesses, there is
this amazing blend of skills, experience and personalities - software
engineers, business analysts, marketing professionals - and believe it
or not, they actually get along Clients are inspirational - developing
business models that will become templates for the new economy.The worst
thing about the environment is that our office space is really
What individual has influenced you most in your career?
Nick Band and Gill Brown, of Band and Brown Communications, for their
leadership abilities, huge creative skills and refusal to think like
your average communications agency.
What has been the highpoint of your career so far?
I guess the work that I am most proud to be associated with is the
launch and brand development of online bank First Direct - it combined
the skills and resources of several agencies and a brilliant in-house
Where do you see yourself in ten years’ time?
Discovering everything I thought I knew was wrong and having to start
all over again, but hopefully in a warm country.
What characteristics do you look for in the people you do business
I’m pretty broadminded when it comes to people - I like to work with all
shapes, sizes and psychometric profiles. The world needs diversity -
sameness is the road to ruin. I am more motivated by culture, which I
guess is about the way people interact and about creating hybrid skills
What would be the one piece of career advice you would give?
Develop your own point of view and use it to change the world around
What has been your biggest mistake?
I refuse to answer that on the grounds that it might incriminate my
ex-colleagues or clients. OK, that’s a cop-out. In my first week at
Mondex International, I was flown out to Japan at great expense to
co-ordinate the chief executive officer’s presentation at a major
industry event. On the day in question, I overslept.
Luckily, someone managed to rouse me and get me there before there was a
major international incident.
Account assistant, Quentin Bell Organisation
Manager to board director, Band & Brown Communications
Head of corporate affairs, Mondex International
Head of marketing, Citria