In today’s edition of ‘Speaker Spotlight’, Jaywing’s Head of Strategy & Planning Nicola Carey shares her thoughts on all things brand engagement.
At the Brand & Audience Engagement Masterclass BEMLeeds, Nicola will deliver a session on – The Dating Game: The importance of brand seduction in the age of information
What inspired you to enter a career in brand marketing?
When I was in my early teens I didn’t have photos of Take That on my wall. I had Absolut Vodka Ads. (Not sure what this says about my upbringing!) Also, and I know it’s a cliché of advertising, but whenever I need lifting I watch the Guinness show reel – the idea that a brand through its communication could make me ‘feel’ something was what brought me into marketing.
In your opinion – What is the single biggest challenge that brands face when it comes to ‘Brand & Audience Engagement’?
I do think there is a big challenge in cutting through all the ‘buzzword bingo’ to enable brands to get to the heart of what engagement means for customers as individuals. It may indeed be that the engagement sticking point is one of ‘making sense of all the data’ or ‘creating exciting content’ but in my experience, it is very rare these play out consistently for brands across sectors or even audience groups. I guess you could say that the greatest challenge for brands is actually defining their own ‘rules of engagement’.
What is your career defining project to-date?
That’s a difficult question as my career has been pretty varied! I would have said it was spear-heading a 12 market insight project for BBC News which saw me understanding the role of the BBC brand and how it engages audiences in everywhere from Afghanistan to Seattle.
Who would be your ‘Dream’ client – if you could win their business?
For me, this changes all the time. I’ve been lucky enough to work with a number of brands that might be thought of as classically ‘sexy’ brands to work with – Red Bull, Diageo, EE and most recently First Direct. However, and without wanting to sound too earnest, it’s the unique challenges and problems and the client’s attitude towards tackling them which makes a client a dream client.
What is the 1-book that changed your thinking and approach to your career/job?
Neither of the two things which come to mind are actually books. Simon Sinek’s whole ‘Start With Why’/Golden Circles philosophy (as best summarised in one of his TED talks) really helped bring to life brand purpose for me in a way which felt meaningful. Being a planner, I also often look to my peers for inspiration. There are so many good blogs out there but the one which stands out for me is Richard Huntington’s Adliterate, full of interesting thinking and provocations.