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Volume 20 No. 42
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What I Like: Scott Keogh, Chief Marketing Officer, Audi of America


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.


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.  


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.

Thom Yorke
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.