Born: Nottingham, England
Worked in: London and Oxford
What role does innovation play in your marketing strategy today? I am always looking for new channel solutions for our clients' brands. I am very excited that in today's communication world we can consider almost any type of activity for a brand so long as it both meets the business, brand and communication objectives and originates from original consumer understanding.
Name an innovative idea or business solution for which you are most proud. I have been focused on creating communication strategies that use consumer insights to originate truly integrated channels with creative ideas. These strategies are tailored to the consumer's mindsets and situations all along the purchase journey. They guide the consumer from initially thinking about a product to finally buying it in-store. Planning channels and creative against how a consumer navigates a P&G category hasn't been done before to such a strategic and integrated degree.
Why do people see you as an innovator? I always try to approach each challenge with a fresh perspective, assessing each one against its own specific issues. This usually results in a unique way of explaining and communicating the solution. I always try to go outside the specific field or category for inspiration and ideas
How would you characterize innovation in the work you do? The challenges are manifold and typically include keeping fresh and alive to the world around us, convincing clients and partners to embrace new ways of doing things, and to be open-minded enough to ensure that any centralized thinking lives through to local execution.
What is the biggest challenge you face in applying innovative thinking to international projects? Innovation is best characterized by continually challenging yourself to think differently. One must be interested in a client's business and marketing issues, but also in the wider communications world and its implications for that client. Today, all aspects of the “wider world”—be it cultural, sociological, business, technology— offer relevant analogies and insights that can apply to your everyday work.
Other International Background: I spent 12 months in Bogotá Colombia learning Spanish and teaching English.
Internationalist Trivia: I inadvertently had tea with the Mujahideen when trekking in Kashmir during my time as a student.