Welcome to the latest episode of our written podcast. (Yup, we’re sticking by that gag.)
This time around, it’s an all-gal Guys’ takeover to celebrate International Women’s Day, as Digital Account Director, Siobhan McMorran passes the baton to our Account Executive, Lily Strachan.
Would we be more likely to find you in the agency bar or coffee shop?
Both, espresso martini please! But it’s nice to grab a coffee out in Princes St. Gardens too and get some fresh air, we’re really lucky having this on our doorstep.
Do you have any resolutions or world domination plans for 2023?
To read more! I used to read a book a week, then TikTok appeared in my life. I am embarrassingly a little addicted.
Are there any female industry leaders or mentors that you look up to?
Stef Sword-Williams. She spent seven years working in advertising becoming an expert in storytelling before she started teaching people how to tell their own personal stories. She hated seeing talent slip through the net and the lack of diversity in the industry, so she created Fck being humble – a platform that helps women in the industry find their voice and confidently speak about their talents. Since launching in 2018, she’s become an author, delivered a TEDx talk, made the Forbes 30 Under 30 list, got her own radio show, named one of 100 women changing the creative industry (twice), and recognised by the Royal Society of Arts for making a significant impact towards social change. I think she is pretty awesome and would love to hear one of her talks in person!
What’s the most unexpected thing you’ve learnt since starting your career in marketing?
That you can become an expert in very random and sometimes niche fields! In an agency you’re quickly immersed in different brands and industries – I know a lot about fibre optic broadband from the past few months alone.
Do you have a favourite advertising jingle or strapline that always gets stuck in your head?
The Just Eat song with Katie Perry, and I blame TikTok for that one! It was trending last month and all over my FYP.
What brands are impressing you just now?
The MSCHF art collective. I say this cause they not only challenge themselves but also challenge the consumer. They just released these comic books, Big Red Boots, that hold a really hilarious lens on hype culture. The brand releases products that are upweighted as challenges, like Museum of Forgeries, which allowed customers to possibly buy a real Andy Warhol painting that was in an online store amongst 999 forged copies.
One of their recent campaigns was called Severed Spots, where they chopped up a £30K Damien Hirst spot-painting ‘so everyone could get a spot’. I just think they are hilarious, clever and have a great habit of reminding us not to take it all too seriously. That, and you never really know what you’re going to get from them next.
What’s the most creative way you’ve seen a brand celebrate International Women’s Day in the past?
Less of a brand but a very clever bot on Twitter, whenever a company listed on the Government’s gender pay gap service tweets International Women’s Day key phrases, the bot automatically responds with their median gender pay gap. A great way to keep people informed and stay relevant!
Which industry trends are you most inspired or intrigued by?
I heard the term ‘climate positivity’ for the first time at a Marketing Society event, and it makes so much sense to me. The scare tactics of climate awareness groups just aren’t doing the trick anymore. And with the world in the sorry state it is, I want to see more brands taking a positive approach to building towards a brighter future. We all need hope and positivity to get through the day!
What do you think is the most important quality for success in account handling? What advice would you give to someone who’s just starting out?
If you are fresh to account handling like I was, it’s a lot to take in and can feel overwhelming. But trust yourself and learn through the experiences and challenges you face, and they will quickly become second nature. Listen and be inquisitive, but also don’t forget to be yourself.
It takes time to find out what works for you. Each job that didn’t feel right, or like it was going nowhere, pointed you in the perfect direction. The years of figuring out what does work for you will be the biggest life lessons you learn – and most fun you will have!
Lastly, what are you most excited about doing in Guy & Co’s tenth year?
Just constantly learning. Everyone at Guy & Co is so talented and you can learn from just being in the same room with them. All the experience and creativity, it’s pretty epic to sit and absorb!