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In Conversation with…Graeme Karavis
Inset: Some of the innovative Christmas cards Hallmark has just launched for 2024.
Nine months is the gestation period for a human baby; the same time period PG allowed Graeme Karavis, who joined Hallmark in April, as its new group managing director (responsible for UK, ROI and Australasia) before grilling him on his initial perceptions of the greeting card sector as well as what he sees as his remit, not only for the renowned greeting card publishing group, but for the industry at large.
Making His (Hall)Mark With a career passport crammed with 25 years of ‘stamps’ from FMCG brands, having worked for Coca-Cola, Premier Foods and Tata, last Spring Graeme Karavis took a turn into the sentiment lane, taking on the challenge to make a difference to world’s largest privately-owned greeting card company in the UK and Australia. Graeme comes across as a someone who is comfortable in his own skin, something put to the test by PG’s editor who unintentionally spilt a glass of water all over him, not once, but twice
during the course of the interview, incidents he brushed off (helped by a couple of absorbent napkins), with an outward easy-going acceptance. That said, at odds with his natural relaxed persona, as his CV testifies, Graeme knows exactly what is needed in the cut and thrust of business. Yet, you immediately get a sense he is no bluff and bluster merchant; he really wants his Hallmark appointment to work, not just for him personally, but for the company as well as the industry as a whole. “What attracted me to the role was that What three words would your best friend use to describe you? Hallmark is a privately“Laidback, approachable and humorous.” owned business, the
Up close and personal
What are three lessons that have stood you in good stead? “1. To never assume. It was something one of my first bosses taught me. 2. You get what you inspect, not what you expect. You need to look at the whole end to end process. 3. The power of teamwork, both internally and externally, based on trust.” What did you want to be when you grew up? “A professional footballer, playing for Arsenal.” Name three people, dead or alive would you like to have at a dinner party? “Winston Churchill, someone who knew what was needed at a crucial time; Donald Trump, purely to hear his banter and JK Rowling to challenge him.” What is your guilty pleasure? “A bar of Dairy Milk chocolate.” A magic carpet awaits, where do you want to go? “To the Alps, to go skiing.” 38 PROGRESSIVE GREETINGS WORLDWIDE
Below: Graeme Karavis on the Hallmark stand at PG Live in June.
world’s largest privately owned greeting card company, that is rooted in purpose. It is totally committed to perpetuating connections and memories, which is an incredibly powerful legacy of which to be a part,” states Graeme. He joined Hallmark from Tata, a mega global corporation that is arguably best known for its tea prowess, coincidentally a product which enjoys about the same adult consumer penetration as greeting cards in the UK – of around 93%. Effectively Graeme swopped one product that a vast majority of the adult population ‘consume’ for another – one liquid, the other in paper form. As such Graeme is fully engaged and confident about being involved with a product which plays a privileged and somewhat intimate role in people’s daily lives.