Former Primedia Unlimited CEO Ken Varejes is the first candidate worthy of being named a disrupter in this new column in The Media.
Former Primedia Unlimited CEO Ken Varejes is the first candidate worthy of being named a disrupter in this new column in The Media.
The inimitable Ken Varejes, whose most recent position was CEO of Primedia Unlimited, began his business with a vision and a passion for unconventional advertising. He describes his career -defining moment as partnering with Alan Prentice to found TaxiNet in 1993.
While other people saw taxis simply as unlicensed, un-roadworthy, unreliable, unpredictable, death traps, Varejes and Prentice saw a golden opportunity for mass marketing. TaxiNet evolved into ComutaNet, which was eventually bought by Primedia Outdoor. That business now reaches 18 million taxi commuters. Varejes also saw the value of advertising in high-traffic areas such as shopping malls, placed on unusual or alternative platforms including in hair salons and never before advertised- on bathroom doors.
Sandra Gordon, owner of Wag the Dog Publishers, describes Varejes as “A media maverick” and bemoans the fact there are not many left in the sector. “He flies solo, hates committees and has constantly questioned the need for industry bodies. This has infuriated conventional operators in the outdoor space.”
Harry Herber, who has known Varejes for a very long time, has nothing but praise for the man who has never been afraid to shake things up. “What you see is what you get. Straight. Loyal. Empathetic, but not sympathetic. Black and white. And then charming and engaging,” says Herber, adding, “The real deal. Ken works like a demon. He leads from the front with zero compromise.
But that said, he has a knack of always having five minutes for his mates. Ken is a special guy, a leader in this industry, a trend setter and a maverick. He takes on projects that would make Bakkies Botha scared! And he makes them work. Almost everyone likes Ken. But more importantly, one and all respect him.”
Herber went on to explain how Varejes has disrupted the media industry, “Ken brought a different spin on things. It was “no bullshit, tell it like it is”. And he did it without offending anyone! He also believed he would get the sale no matter how hard he’d have to work. So, if you couldn’t assure him you’d given him a fair hearing, he felt nothing about going to the client directly. Frankly, I believe Ken can sell ice to Eskimos!”
Managing director of Freshly Ground Insights, Brad Aigner, who has known Varejes for almost 20 years, says, “Ken has to be one of the most passionate, focused and steadfast people who has ever graced our industry. Ken’s approachability and humility are some of his strongest qualities. It is no surprise that ‘everyone knows Ken’. You’ll get honesty, sometimes brutal, and you’ll get a passionate commitment to delivery, no matter what. There are few ‘true legends’ in our industry – Ken Varejes is one.”
When asked in 2014 what keeps him invested in out-of-home, Varejes said, “I love the challenge of developing new media options, especially in spaces where there is significant dwell time. As more and more elements impact on people’s lives, it’s great to find environments that still ensure we can get breakthrough for brands.”
During his career, Varejes has been recognised for his innovation and efforts, including winning the prestigious 2009 Media Owner Sales Legend award at the MOST Awards. Some comments linked to his win included:
“He understands sales and the balancing of relationships. Old school with the ability to provide vision and product innovation for the technological age we plan in.”
“He’s still a nice guy after all these years in the industry. Honest and fair.”
“His passion for this industry has never died over the many years that he’s contributed to it – his commitment, dedication and loyalty to his clients is evident in everything he does.”
Varejes left Primedia Unlimited in good shape at the end of August, handing the reins to aspirant disrupter Ryan Williams.
This story was first published in the September 2015 issue of The Media magazine. Read the digital edition here.
Who do you think is a disrupter in the media industry? Let us know via our online platforms. #TheDisrupters. Comment on Twitter @MediaTMO or on our Facebook page. Send us your suggestions, comments or tip-offs via e-mail to glenda@wagthedog.co.za or michael@wagthedog.co.za
