What are the most and least enjoyable aspects of your job?
My favourite part of the job is PR. I love that tangible way of building up a company’s profile. I read a lot of industry press (magazines and websites that cover advertising, such as Campaign or The Drum) so I generally have a reasonable idea of which journalists would be likely to find our stories interesting.
One of the things I love about my job is being in charge of my own time, but I have the perks of structure too. However, sometimes this is a downside. As I’m not in a client-facing role, most things are self-initiated so my time and tasks stretch to fill whatever I define as ‘finished’. There’s basically an infinite amount of things I could work on.
What has been the most exciting project of the last twelve months?
I loved promoting our big Christmas campaign for Lidl, called the Lidl Social Price Drop. The more people tweeted about certain products, the more we reduced the prices in store, and the public responded really positively. My role was to work with the client leadership team (also known as the account management team in some agencies) to get a press release about it signed off by the client, and showcase the work and its results.
Lidl sold 800% more of certain products than the year before, and since then I’ve been using the case study video to show to potential new clients and apply for awards. The biggest agencies often hire one person who is purely dedicated to making these videos and entering awards!
What skills are essential to your job?
Pitching – being able to articulate the benefits of a company, product or person. Being super-organised. Copywriting. Idea generation. Having a good working relationship with all the key people in the business: a great marketing lead needs to be ‘in’ with the whole team. Helping everyone become an advocate for the brand – ensuring they understand the strategic direction we’re going.