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AUDI OF AMERICA
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SCOTT KEOGH
Chief Marketing Officer
Audi of America
Where I’m from:
I live in McLean, Va.
Where I went to school: I have a bachelor of arts from Hobart and William Smith Colleges in upstate New York.
What was my first job: My first job after college was at the public relations company Burson-Marsteller working in crisis management.
PROFESSIONAL
What I Like …
■ An insight: Small minds, small times.
■ An influential person in my career: My mother and father.
■ An out-of-the-box idea: Audi turning to Intersport and NFL Films to make a Le Mans documentary.
■ A timeless idea: Brands can create their own content as well.
■ A business deal: Steve Jobs purchasing the Graphics Group, later renamed Pixar, for $10 million.
■ A sports facility: Yankee Stadium.
■ A sports event: Pacquiao vs. Mayweather 2012 at Madison Square Garden.
■ An innovation: Audi being the first brand to race with diesel in Le Mans.
■ A pro league or team business initiative: Green Bay Packers community ownership.
■ A story that bears watching: The future of CO2 and fuel emission requirements in the auto industry.
■ An idea or invention I wish I had thought of: Netflix streaming video.
■ A fantasy job: Quarterback of the New York Giants.
What I Like About …
■ My job: Everyone is an expert and has an opinion.
■ Sports: They can teach you life lessons at a very early age.
■ Sports business: It’s loaded with characters.
■ Sports media: It’s where America gathers.
■ Sports technology: It never supersedes the athlete.
■ Competing: There is generally no gray area or room for debate; there is usually a clear winner and loser.
■ The future (or direction) of sports business: It is becoming more about individuals and less about giant corporations.
■ Sports fans: Eternal optimism.
What I’d Like To …
■ Change: Airplane travel; where do I begin?
■ Change in what I do: Spend less time on planes and more time thinking.
■ See: Smarter roads with sequenced traffic lights.
■ See more of in sports: More behind the scenes.
■ See more of in sports business: The creation of a proper boxing league with clear rankings.
■ See less of in sports: Athletes sticking around too long.
■ See less of in sports business: Over-commercialization.
What I Don’t Like ...
■ In general: Small ideas.
■ Pet peeve: Noise makers: They are full of sound and fury, usually signifying very little.
■ In sports: Education often takes a back seat.
■ In business: Bureaucracy.
■ About sports fans: Those who aren’t Yankees and Giants fans.
PERSONAL
What I Like …
■ People: The ones who always push you to do something really great.
■ That would surprise those who know me: I used to box when I was younger.
■ Above all else: Putting my son to sleep.
■ About myself: I care.
■ Heroes: My grandparents, who came across the ocean from Ireland with nothing but a suitcase.
■ Player: Roberto Clemente. He was a great player, a great person and he died helping those in need in Nicaragua.
■ Team: The Oakland Raiders, 1970s.
■ City: Hands down, New York City.
■ Possession: 1950s Danish furniture from my parents.
■ Memento: My baptism photo with my godparents.
■ Time of year: The fall: It means the World Series and the return of football.
■ Music: Arcade Fire, The Velvet Underground, Band of Horses, Belle and Sebastian
■ Books: “One Hundred Years of Solitude” and “The Corrections.”
■ Authors: Gabriel García Márquez, Jonathan Franzen, José María Arguedas and Miguel Angel Asturias.
■ Magazines: Dwell, Monocle and The Ring.
■ Website: Jalopnik.
■ Gadget: Ultimate Ears.
■ iPad app: Cool Hunting.
■ Hobbies: Skiing and gardening.
■ Trip: Le Mans in June.
■ Movies: “Midnight Cowboy,” “Goodfellas,” “Blade Runner.”
■ TV: “Boardwalk Empire” and “Breaking Bad.”
■ Concerts: Any Radiohead, or Jane’s Addiction circa 1990.
■ Artist: Egon Schiele.
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GETTY IMAGES
Thom Yorke
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■ Food: Anything my wife cooks.
■ Dessert: Rice pudding.
■ Drink: Proper Cabernet Sauvignon.
■ Vacation spots: The Pacific coast of Nicaragua, and anywhere in the Andes.
■ Singer: Thom Yorke.
■ Quote: Anything by W.B. Yeats.
