What were you doing before you came to Ingenuity as Account Manager?
As part of Ingenuity’s cracking PR team, my experience lies almost solely in the PR industry. Aside a stint in the Houses of Parliament, and probably the less said about that the better, over the past four years I’ve worked across a wide variety of clients, from large technology brands, to Silicon Valley start-ups and even luxury clothing brands. Directly before coming to Ingenuity I was working for a countryside lifestyle PR agency, and spent a lot of time in muddy fields on press trips!
Who would your 3 ideal dinner party guests be and why?
Kirsty Young – it is my lifetime goal to appear on Desert Island Discs, so I reckon that cooking her a delicious supper would be a point in my favour.
Tim Bell – Not because I particularly agree with his politics, but because he is an industry legend. I can’t help but think he’d have a few interesting stories to spin over a couple of bottles of wine.
Ben Fogle – He’s a unique combination of an inspiring reality TV star – you don’t get many who use their fame to experience the best and toughest parts of what our world has to offer. He’s pretty cool and I want his guidance on how I can survive living in a little hut on a remote cliff-top…
What’s your all-time favourite marketing campaign and why?
In recent years, it has got to be Sport England’s This Girl Can campaign. I’ve always been a massive advocate of exercise and the way it makes you feel. Sport has been a massive part of my life since I was a child, there is nothing better than feeling absolutely physically drained because you have pushed yourself to play a little harder and run a little further. This campaign has helped minimise insecurities for women in sport and make it more accessible than ever. Anything that is helping us become a happier, healthier nation is good by me.
If you were a specialist in one sector, what would it be and why?
The beauty of PR is that through speaking and writing for your clients you become well versed in a wide range of topics and opinions. One of the parts of my job that I enjoy the most is being involved in winning new clients and working with the team to establish a content and PR strategy that will help support their business goals. But beyond that I am fascinated by the use of behavioural science in the retail sector. I’ve worked with a number of shopper and ecommerce marketing agencies, and getting to the bottom of how and why people buy, and the quest to track the customer journey on and offline is fascinating. The constant changes in retail and ecommerce, thanks to tech development and macro-economic trends, make it a really interesting area.
What’s the next big thing you’re excited for in 2017 in terms of marketing? And why?
I’m actually really excited to see the developments in a couple of areas, not because they are particularly new, but because recent realisations have called into question their reliability and effectiveness. For example, I am fairly certain that given the recent backlash against programmatic -as Proctor & Gamble has announced a review of its strategy and Jaguar Land Rover’s catastrophic appearance on an ISIS video on YouTube – there will be an emphasis on the errors that can be made without the correct ‘human’ checks and balances in place. In a similar vein I think that the hype around Influencer Marketing will start to die down. Everyone is a publisher now, and the growing awareness of fake news will lead consumers to reassess what they regard as a credible source. Brands are spreading their investment too thinly, there are so many influencers in the market now that it is difficult to identify which ones have a truly engaged network of followers.
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