Born: Peterborough, England
Worked in: London and Dublin
Name an innovative idea or business solution for which you are most proud. My new role at Just Media offers an innovative approach to growing our business. This agency has spent a good number of years building its heritage and understanding with tech and financial clients who are interested in reaching C-Suite executives. Now under my remit, we are growing our luxury accounts as there is a huge correlation between how these difficult-to-reach decision makers may be targeted while at work versus at play. The individuals may be the same; the particular mindset at various points in time is different.
As a result, we are finding that we have insights to these high-net-worth consumers from a perspective that is not always immediately apparent to luxury marketers. For example, we can use our online and ROI experience to take them in new directions, as well as supplement their core print fashion media buys with other business-driven alternatives. Plus we are also encouraging these up-market brands to better understand men’s roles in high-end spending.
How would you characterize innovation in your work? How long is a piece of string? Innovation is a given today. And it there is no set definition. It can mean taking on a new client and changing what they’ve done historically. However, to a client in another business category, the same suggestion would be second nature, and innovation for them may come in the role of technology. Innovation requires a lot of due diligence for each account, and I find that some of the best examples of innovation are simply grounded in common sense.
What is the biggest challenge to innovation? Cutting through to find the most effective way to serve a client’s needs is core to our business; however, some may feel that flies in the face of new definitions of innovation. So many of us are overloaded with a plethora of media options, while also trying to embrace the latest in social networking or video, that we often forget how we must first challenge ourselves to answer, “Will it deliver?” Sometimes we need to have the guts to say “no” to something that is simply fashionable or trendy. Our job is not to out do the creative agency, but offer an effective return. The braver person today is the one who voices what is not appropriate in the interest of doing what is best for the client.
Other International Background: Laura qualified as an open water scuba diver. She says that she is already investigating opportunities for an “WW” division of JustMedia to be run out of Male—to clinch more luxury business!