Worked in: Paris, London
Describe an innovative idea or business solution of which you are most proud. My work on Huggies DryNites Pyjama Pants took extraordinary innovation. I worked with a decentralized client across Europe who was initially somewhat skeptical about our approach. Bedwetting products as a rule are a low-interest category and have low budgets, so generating excitement among media partners was challenging. Add to the mix a decentralized media owner across multiple countries, and you get picture of our obstacles. Nike it ain’t.
Why do people see you as an innovator? In FMCG (Fast Moving Consumer Goods), innovation is absolutely key. Anybody can sell a BMW — they practically sell themselves. Try selling nappies!
What is the biggest challenge you face in applying innovative thinking to international projects? Client structures. Whether a centralized, decentralized or a hybrid marketing structure, all add to the complexity of facilitating a big idea.
What role does innovation play in your marketing strategy today? It is absolutely central and percolates through every aspect of that big idea.