Born: United Kingdom
Worked in: London
What role does innovation play in your marketing strategy today? Ultimately, I believe innovation without results is simply theater; we can all do something that stands out from the crowd. If a campaign doesn’t fulfill a client’s objectives to grow his business, it’s just a gimmick. Every new idea requires an open-minded, change-driven client. We work on ideas for brands that are not traditionally seen as the remit of a communications agency. For example, we are now looking at changing distribution methods to help drive greater profitability for a client’s product.
Describe an innovative idea or business solution of which you are most proud. Two current clients, EA and RBS, exist in totally different worlds. However, we are looking to produce high-quality assets for both that will be leveraged into arenas currently devoid of advertising. People consume media for information and entertainment, not for the associated advertising. We are therefore working with media owners in revolutionary ways so these brands can subtly, but more effectively, convey their brand values.
What is the biggest challenge you face in applying innovative thinking to international projects? The hardest part of innovation in international strategies is getting buy-in from local stakeholders. “Not invented here” is an obstacle only overcome through discussion of expected results and a convincing demonstration of how an idea will work across all markets, despite cultural differences. Driving innovation in the world of communications is rarely the brainchild of one person. Teamwork not only better serves to challenge perceptions, but creates greater passion to push ideas through.
Internationalist TRIVIA: I can say, “One beer please” in 12 different languages.