10 Questionswith... Paul Fildes
Each month we ask a cleaning industry professional the Tomorrow’s Cleaning 10 Questions. This month, we chatted to Paul Fildes, Marketing Manager at Rug Doctor Ltd.
He not only revolutionised the electronics industry, but he also changed the way we consume content.
Q4If money was no object, what car would you buy?
A Porsche 918 RSR – it’s a new supercar from Porsche that’s packed with the latest technology and it’s a plug-in hybrid. It combines fantastic performance (0 – 60 in 3.9 seconds) with exceptional economy (85mpg) and sustainability – which is nice!
Q1What was your first job? My first job was as an advertising trainee at the
Brunnings Advertising Agency in Manchester. They handled the Tesco account at that time, so I learnt a lot very quickly. I then transferred to their London office.
Q2How did you get into the cleaning industry?
I had an informal meeting with the former MD of Rug Doctor about three years ago and I was surprised that they had no formal Marketing function. As a result of this meeting, I submitted a Marketing Plan proposal to him, which he shared with our US parent company and he recruited me to set up a Marketing Department in the UK organisation. There was a lot to do – but it’s been a great ride since with plenty of exciting projects already under our belt including totally re-launching the Rug Doctor website – take a look! There are many more projects in the pipeline, including an exciting campaign with the Queen Of Clean, Aggie MacKenzie due to be launched later this year.
Q3Who, in any other industry do you most admire?
It’s got to be the late Steve Jobs, of Apple.
Q5How would you improve the cleaning industry?
I would like to see cleaning performance standards implemented in our deep clean sector so that true comparisons can be made between machines and their capabilities. This is necessary for the trade and consumers alike for them to make an informed choice. In the US, they have the CRI (The Carpet and Rug Institute) that independently tests machines for dirt removal, water extraction and fibre retention. Interestingly, Rug Doctor holds their highest rating – the Platinum Seal of Approval.
Q6What did you want to be when you were little?
A Spitfire Pilot!
Q7What do you do to unwind? A chilled bottle of Sauvignon Blanc;
works every time.
Q8If you could have a dinner party with any three people, dead or alive, with one other
person cooking and the other person providing the music, who would they be and why? Johnny Ramone (sadly no longer with us, but I would like to discuss with him the
REGULAR 74 | TOMORROW’S CLEANING | The future of our cleaning industry
Check out next month’s issue to see what Paul asked our next industry professional...
restorative effect of playing music both loud and fast); ‘Gorgeous’ George Galloway (for a different political perspective from the norm); Peter Kay (for some honest and humorous Northern observations on life); the late and great Keith Floyd to do the cooking; and Rihanna as the ‘chanteuse’ to remind me how much I love the Caribbean and Barbadians in particular – my wife’s one!
Q9What, do you think, is the future of the cleaning industry?
People will always need us as, in our part of the industry, replacing carpets is a very expensive option when money’s tight. Offering affordable cleaning solutions and/or cleaning machines that could last a lifetime are going to be vital.
Matt Anderson, Managing Director of Veltia UK, asks...
Q10. When you first started in business, how much did you really know? I had used the Rug Doctor machine a couple of times before I joined the company, so I knew that it was an outstanding product. The challenge I have now is to educate as many retail and trade customers as possible as to the proven benefits of carpet deep cleaning for both home and commercial environments.
www.rugdoctor.co.uk
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