CAREERS: Q&A WITH ..

<p>Name: Mike Anthony </p><p><BR><BR> </p><p>Number of years in marketing: 11 years </p><p><BR><BR> </p><p>Job title: Sales and marketing director, Mattel Asia-Pacific </p><p><BR><BR> </p><p>What is your greatest work achievement? </p><p><BR><BR> </p><p>Difficult - I think the branding work we did in China for United </p><p>Biscuits. </p><p><BR><BR> </p><p>Over a period of two years we took a large range of products with </p><p>generic names, and created a focused portfolio of brands, targeted </p><p>against specific markets, consumer focused and defensible. It was a </p><p>great project and a wonderful opportunity to start with basically </p><p>nothing from a brand point of view. </p><p><BR><BR> </p><p>What would be your dream brand to work on and why? </p><p><BR><BR> </p><p>I can't think of a specific brand, but anything in the leisure industry </p><p>- hugely emotive products which could be great fun. I have to say too, </p><p>that Mattel's toy brands are great fun too </p><p><BR><BR> </p><p>What would you do if you weren't in marketing? </p><p><BR><BR> </p><p>I guess I could focus more on sales, but realistically the day I finish </p><p>marketing will be the day I am running a small business somewhere - </p><p>ideally a tiny hotel on a beach </p><p><BR><BR> </p><p>What was your big break? </p><p><BR><BR> </p><p>Many many opportunities, but I think being offered the chance to work in </p><p>Asia has changed my career significantly. It broadened my horizons both </p><p>professionally and personally </p><p><BR><BR> </p><p>Did you have a mentor and how did this person influence you? </p><p><BR><BR> </p><p>No specific mentor but many, many people who over the years have opened </p><p>my eyes to new ways of thinking. If I was to mention them all it would </p><p>sound like an Oscar thank-you speech! </p><p><BR><BR> </p><p>Is there a secret to your success? </p><p><BR><BR> </p><p>Trust the people in my team, recognise that I'm not the only one who can </p><p>have the best ideas, don't lose an idea just because it's difficult and </p><p>someone says it can't be done, try and test things, simplicity rules </p><p><BR><BR> </p><p>How do you handle difficult people? </p><p><BR><BR> </p><p>In terms of difficult people it varies from person to person. </p><p><BR><BR> </p><p>What advice would you give to your successor? </p><p><BR><BR> </p><p>Don't get bogged down in the detail, the huge amount of products. Find </p><p>the big ideas and follow through on them. </p><p><BR><BR> </p><p>What are you currently reading that will help you in your job? </p><p><BR><BR> </p><p>Right now - the third Harry Potter book. Mattel has the worldwide </p><p>license for Harry Potter toys. </p><p><BR><BR> </p><p>Who do you most admire in business and why? </p><p><BR><BR> </p><p>Too many people. Anyone who agrees with my answer to question 6, I </p><p>guess! </p><p><BR><BR> </p>