Fresh thinking (by humans!) We have to remember that we are the best placed to truly know what people want to read, see and engage with. Keep pushing for new thinking and creative ways to get your message to penetrate the noise. Then, remember to let the data be your guide to tweaking, adapting and evolving it based on what really works.
Key Insights
AI is probably the most exciting but also the most threatening factor which will impact branded content in the coming years. It is important to remember to use it in ways that helps you / your work be more efficient but not at the detriment of originality and creative thinking. You power AI and you are the driver of it. Make it work for you and take only what you need. Human creativity, imagination and strategy cannot be equaled. Do remember that and know how important your role is!
Signature Work Achievements
I have recently hit the 30 year mark of working in the digital advertising industry. This marks a huge milestone and over the last 3 decades I have had the pleasure of being in leadership roles at some of the biggest publishers, adtech companies, agencies and trade bodies.
I am incredibly proud of the work I have done in the brand safety space both as Head of IASH which led the way to tighter rules for ad networks and agencies and more recently, as industry founding advisor to UKSAFC.org where we are fighting to stop ad fraud.
I am of course most proud of being a female founder and set up my own PR and amplification agency nearly 14 years ago. I have now grown the company to 34 incredible creative, communications and marketing experts and we have become a well loved and award winning company!
Career Lessons
Be bold, be brave and be you. There should be no room for imitation - both in the work you produce but also in who you are. Be yourself create your own work and above all, embrace your uniqueness. Your voice and work matters - celebrate it.
