One IAB member. Five questions. Every month.
In truth, there are so many things I love about my job, so it’s hard to just say one. After all, no two days are the same. One moment I’m analyzing campaign data, the next I’m brainstorming creative ideas. That mix keeps my days fresh and always evolving — every day is a learning day, and it continues to fuel my love for marketing.
If I had to focus on just one area of my role, though, it would be the ability to combine creativity and data to deliver innovative marketing solutions that solve real business challenges. One example is not only ensuring rigor around events to create engagement at the booth, but also post-event measurement to understand the return on investment.
Mad Over Marketing. With 1.4 million followers, I know I’m not alone when I say MoM is my go-to social account for inspiration both professionally in my role at Quantcast, and personally when it comes to challenging how I view campaigns. For anyone who isn’t a regular, it’s a feed of incredible marketing campaigns from across the world. If that doesn’t get the creativity flowing, nothing will.
That’s another toughie, as there are so many to choose from. I’d have to say the ChatGPT ‘Pull-up’ ad campaign that was launched in September.
It’s hard to put my finger on why. It might be my love of all things fitness. Maybe it’s the 80s nostalgia with the track that runs through the advert, or potentially it’s because it highlights how AI can be used to improve real-life challenges, not just mundane admin tasks. I do wonder if ChatGPT just wrote the copy, or if it ideated the concept too.
I’m proud that in an industry with a famously high turnover rate, I’ve been at Quantcast for almost 15 years. I was the company’s second London hire. One of the OGs. I have seen so much change in the industry, and it never gets boring, that’s for sure.
In that time, I’ve been given the ability to build. I’ve built teams and currently have amazing colleagues across the world delivering incredible results. I’ve built bold marketing campaigns that have helped Quantcast stand out in a crowded market. And I’ve helped build the business and its culture over the years, too. Knowing the role I’ve played in helping to get the company to where it is today is so rewarding and something I’ll never take for granted.
Stay curious and embrace the messy parts of the work. Ask questions, and don’t be afraid to experiment, even if it means failing fast and learning faster. You may not always feel like the smartest person in a room full of very intelligent people, but that’s not always a bad thing. In all honesty, does anybody like the smartest person in the room? It all depends on what lens you’re looking through, so always stay confident, own your superpower, and remember, diverse teams drive success.
