The campaigns have been many and varied. The great joy of working across five different sectors means the work has been similarly varied. Whilst the fashion now is to stay in one sector I have enjoyed broad experience. This is unlikely to be replicated in the modern age. Everything from national and international creative campaigns for Land Rover, national and international shows – Bulawayo comes to mind – plus national branding campaigns for colleges and universities. More recently, the rise of digital has meant the increasing importance of tools like Mailchimp and CRM alongside social media where content and volume is everything.
The change in creative campaigns has been quite fundamental with less emphasis on customer profile, buying behaviour and purchase criteria to a much broader approach across a range of digital platforms but still driving traffic and conversion. Tactical creative campaigns have been focussed on everything from garden shows to charity messaging; the generation of user content to the attendance at open days and events. It is the integration of digital platforms which will make the next big change with algorithms predicting behaviour, offering alternatives and driving purchase.
