Provide an example of how you have helped transform brand awareness.
Following the success of #ShareTheSofa, we had a challenge in 2015 to link this more to sales and get fans choosing to watch Champions League games with a Heineken in hand. Here we developed an integrated campaign called #ChampionTheMatch – which set about creating a new preparation ritual around UCL games. Media worked seamlessly with creative to design and deliver content perfectly timed with fans’ early week behaviour across a multitude of touchpoints, including films for Facebook that reminded them to get their beers before the game.
What drives you to succeed in media?
After my first two years in media, I spent two years as an account manager at AKQA and this made me realise how much I love media (and obviously come running back!). I’m drawn in by the pace, scale and innovative thinking that thrives in this space. What drives me to succeed? It’s the knowledge that what we do can truly change campaign effectiveness and ROI. As we become more accountable, more fuelled by data and insight, it can only be better for our clients and elevate our partnerships with them.
Why are you one of the industry’s hottest young talents?
At 26 years old I am the youngest account director at SMG London (although I work in a satellite office in Amsterdam). In just two years at SMG, I have 17 first-tier awards to my name. I manage all brand work delivered on the Heineken account (which includes a portfolio of five international brands) and have played a strong role in developing our relationship with Heineken Global, elevating our place in campaign development as well a building better connection with our 30 markets. I also sit on SMG’s Global Product Committee, which is a group of 33 of our company’s leaders who shape how we elevate our work and judge our internal awards. I was selected for this from a network of 8,000 people, which is pretty close to the number of people under the age of 30 in New Zealand (joking, of course!).