Feature: Where are you now?

Each month we catch up with one of last years ISP diploma graduates...

Where are you currently working?

Haygarth Group London

What was the last campaign that you worked on? Nokia L’Amour Collection Fashion Launch 2007

What was your favourite campaign to work on in the last year and why?

Nokia Rock up and Play. The campaign ran across the Isle of Wight, Reading and Leeds music festivals as well as a number of satellite gigs in the run up to these festivals, making the campaign extremely diverse and challenging. We gained access to grass roots music talent at the satellite gigs and were able to offer some of these groups the chance to perform on stage at a famous music festival.

What would be your ideal brand to work with and why?

Red Bull. Through event production and sponsorship activation they position themselves as a really exciting brand which appeals to a number of different consumer profiles.

You can pick any celebrity to endorse this brand…who will it be?

Ellen Macarthur

What was the best advice you have been given in the past year?

To believe in myself and the decisions I make

What types of media do you find most effective?

I think it depends on the consumer and where they are. Any media has the potential to be effective as long as the campaign uses an intelligent and compelling creative platform. However for mass instant awareness TV is untouchable.

What do you think will be one of the biggest changes in sales promotion over the next 5 years?

The web continues to develop and grow. This is challenging in one sense as consumers are visiting the high street less which may take footfall figures away from a key experiential locations. Furthermore the web allows mass entry for new players into markets each offering an individual competitive advantage over cost or speed of service. As each market becomes more saturated, traditional short term SP offers need to be richer and increasingly competitive/creative.

What is the most valuable thing you learnt from the course?

As I was new to the industry and specifically sales promotion, the course provided a fundamental foundation to the legal, planning and operational aspects of any sales promotion activity.

Things I like / Don’t like

Pub/Bar:

Like – Independent venues that aren’t trying to be too cool

Don’t like – Oversized venues and chains with no personality

Reality TV program:

Like – Strictly Come Dancing

Don’t like – Big Brother, Im A Celebrity, Love Island

Childhood memory:

Like – Swimming in the sea in the South of France

Don’t like – Fighting with my sister

Things about work:

Like – The people and location

Don’t like – Waiting at the bus stop

Weekends:

Like – Saturday mornings

Don’t like – Sunday evenings