Media Masters - Tess Alps

Tess Alps is Chair of ThinkBox, the marketing body for commercial TV in the UK. In this frank interview, the self-described ‘wise old bird’ discusses her zero-tolerance for critics who claim TV is dying; argues successful engagement with digital presents strong opportunities; advocates ‘likeability’ as the most effective measure of success instead of relying on so-called ‘objective’ metrics; and sympathises with those who fast forward through the ad breaks...because she does too.