Feature: Where are you now?

Where are you currently working?

At The Marketing Store Worldwide

What was the last campaign that you worked on?

Believe, Mars’ World Cup Campaign – making England fans believe that good things can happen.

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

It has to be ‘Believe’ again, simply because it’s an example of how much can be achieved when all the agencies work closely together on a big, brave idea. Of course it helped that Believe caught the spirit of the summer - and wasn’t football fever fun whilst it lasted.

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

One London – I love this city so I’d like to give something back to the vibrant and exciting metropolis that is my home!

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

If you need help, ask for it.

What types of media do you find most effective?

Well, that depends on what you are setting out to achieve and the challenge is to find the right mix to cut through the noise. That said, I think as consumers want to interact with brands more and more on their own terms, experiential and interactive channels are really coming into their own.

What advice would you give to people taking the ISP diploma next year?

Just make sure that you give yourself enough time, especially for the set brief response.

What skills / knowledge that you learnt from the diploma have helped you the most in the last year?

Following the course forces you to think in a structured way about everything you would normally do automatically, and therefore realise how you could be doing it better. It gave me a really broad overview of the whole industry, so I could understand aspects I hadn’t yet encountered in my day-to-day job.

If you could add your own module to the diploma what would it be?

Strategy

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

As the proverbial line blurs and the idea becomes king, the biggest changes will come from the way we respond to client briefs. We can no longer look at campaigns in isolation, whether it’s a TV ad or an on-pack promo. Idea first, media second.