The Marketing Club of New York (MCNY) celebrates each of our Silver Apple honorees with a profile that dives into their career and goals. We spoke with honoree John Montgomery, Executive Vice President, Global Brand Safety, GroupM, prior to the Awards Gala in November 2022. This is his story.

MCNY:  What initially drew you to advertising and marketing, since “stepping right out of school”?

John Montgomery (JM): At school, I never really took to the academic subjects – but in the senior years, the school introduced “Commerce” as a subject and a large part of that was Economics and Marketing. When I heard about advertising and saw some of the amazing ads from brands like VW, Coke, IBM and other great campaigns – I was hooked. It totally defined my career direction and I never veered off that highway.

MCNY: So far, what has been what you might define as a career highlight or turning point?

JM:  It’s difficult to define a single turning point – but one must be the opportunity to work in a variety of countries and experience different cultures. I would strongly recommend that anyone who is offered this opportunity, takes it with both hands.

MCNY: What excites you most about advertising and marketing today?

JM: The market today moves so fast you must keep on innovating to stay relevant, in the same way a shark has to keep moving to stay alive. Media — which is the corner I operate in — has experienced change in ways that would have been unimaginable 15 years ago.

Do you have a favorite story about a mentor and/or mentee?

I have been fortunate to have had a mentor in almost all the companies in which I worked. At first, they were not consciously chosen or assigned but later, I selected who I thought would be best to guide and advise me and consulted with them as much as they would allow.

I try and be as much of a mentor as possible to anyone who works with me directly. To feel that you have had a positive influence on someone’s working life is one of the most satisfying achievements of all. 

Do you have a favorite data story to share (regarding advertising, or otherwise!)?

When I was a media planner in South Africa, I was trying find high performing segments for a marketer of washing powder. A pocket of heavy usage pointed to men living in rural mining communities. This had to be wrong. I ran the data again but got the same result. Upon investigation, the data proved valid. These were itinerant workers doing heavy (dirty) work and had to wash their coveralls every day. We ended up running local campaigns in the rural areas and increased usage of a small but loyal target group. 

What’s the best business advice you’ve received?

Listen before you speak

What’s the best advice you’d give to a person choosing advertising as a career today?

Hopefully, I could give this advice to someone who was deciding on a study path before choosing advertising. Some of the most valued and satisfying roles in advertising require data analytic skills – which need math and even programming skills. Choose STEM!

What’s your personal motto or motivator – that best describes you?

If you take no risks, you will do few things ill. But you will do few things. (Native Indian proverb)

Tell us something surprising about you?

My hobby is racing cars. Anything with wheels that goes fast.

Do you have a hidden skill?

For the last 10 years I have been a driving instructor – on the racetrack. I believe that if people understand how to control their cars at speed, they will be better drivers on the road. 

How do you define great advertising? Is it all about winning awards, other than the Silver Apple?

Ads that move you – that make you happy or sad or make you think and that are rooted in a sound idea.

MCNY: We look forward to seeing you drive right up, safely, to the 2022 Silver Apple Gala!