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Minding My Business With Williams Martini Racing Commercial Dir Richard Berry

Name: Richard Berry

Position: F1 team Williams Martini Racing Commercial Dir

Age: 49

Where I’m from
: Tetbury, England

Where I call home
: Ascot, England

Focusing on right now
: We’re looking primarily at the commercial environment in F1, which is changing significantly at the moment. That’s not just because of Liberty Media and their takeover of the series, but the landscape as a whole -- the relationship with the fan is changing because of the changing technology and media environment. From a technology point of view, we need to be aware of that and keep up to date with that.

Best advice: Never make the same mistake twice, and learn from your mistakes along the way.

Exec I admire: (Former F1 team Mercedes Grand Prix CEO) NICK FRY was very influential, and (F1 Managing Dir of Motorsports) ROSS BRAWN, who is one of the great names in Formula 1. That was a great education for me.

A must for a new hire: Working hard to become part of a team. People who are generous with their time so they work to make everybody around them better, rather than just thinking about themselves. Enjoy what you do as well.

Book shelf: “ROUGH RIDE,” by PAUL KIMMAGE, which basically lifted the lid on doping in cycling 20 years ago when it wasn’t in the least bit trendy to do that. He was the first guy when nobody was willing to talk about it. That’s a very brave thing to do. In a more work-related capacity, there’s two books I really enjoyed: “THE SCORE TAKES CARE OF ITSELF,” by BILL WALSH, and “LEGACY,” by JAMES KERR.

Must-have music: (I listen to) sports radio generally. The kids moan at me continually in the car to switch it off and put some music on.

First thing in the morning: (I get on) the rowing machine followed by a cup of coffee. Then I try to grab as much time with the kids as possible before I head off to work.

Food for thought: We have a partnership here at Williams with a guy called MICHAEL CAINES, and Michael is one of the most preeminent chefs in the U.K. He’s got two Michelin stars. Occasionally, he comes along and cooks our food at the racetrack. We’re a very well-fed team.

Talking tech: We’re trying to keep up to date with everything. I think the primary areas for us, from a fan engagement point of view, are the obvious ones: Facebook, Twitter, Instagram. But that’s not to say we’re not looking at everything from VR to augmented reality to everything in between in terms of what might be the next touch point and the next relevant technology that enables greater access to the fans.

How I unwind: I’m too old to play rugby these days, so I watch it, I talk about it, and I’m fortunate enough to coach my kids’ teams. And when I’m not doing that I’m walking the dogs and spending time with my family.

Day in the life: There is no one typical day, (but) the main thing involves talking to new prospects. One thing is developing our proposition, in terms of what we need to be doing to satisfy new sponsors. Keeping up to date with the industry and occasionally I attend Formula 1 races as well.

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