Kicking off series two of our popular ’10 minutes with’ feature, we speak to our first agency rising star about the power of podcasts, why chatting to bingo fans was her proudest career highlight to date and the history of fashion…
How did you get into the industry?
I applied for a media role after uni because I knew I wanted to do something with a focus on understanding people and culture.
What is your proudest career highlight?
I only just moved into media research from planning earlier this year, but my highlight so far has been leading a focus group with bingo and slots players for one of our gaming clients. I learned so much from the experience and the people I spoke to.
What ad campaign or person do you admire most? (Other than your own campaigns!)
Netflix has run some of my favourite ad campaigns in the past few years. They take ‘immersive’ to a whole new level, wrapping up traditional media with UG content, memes, social media hashtags, brand partnerships and cultural trends.
Best piece of advice you’ve received?
It sounds simple, but it’s important – take a lunch break! Having time away from the laptop allows space for deeper reflection and I always come back to my desk with fresh ideas on how to tackle problems.
Why does advertising matter?
Advertising has the ability to change people’s thinking, giving it the power to effect positive social change and grow responsible, sustainable businesses.
What’s your favourite ad campaign featured in news brands?
This one is from a few years ago, but Hey Girl’s Pad Ad was a striking example of how innovative print formats can be used to stop readers in their tracks.
You’re a journalist for a day: what would you cover?
I would love to spend a day covering the latest ‘core’ aesthetics. These micro-subcultures fascinate me by being both very modern and linked to historical fashion trends and movements. They can tell us a lot about how young people forge identities in our online/offline world.
How does journalism matter to you?
I start most days by reading the news so that I can stay informed. Over lockdown I also got into the habit of listening to podcasts from my favourite news brands, and I love listening to multi-part series that allow you to get a deeper understanding of a topic or issue.
Who or what is your biggest inspiration?
All the women in my life 😊
Who are your fantasy dinner party guests?
It’s my dream to be a podcast show guest so my fantasy dinner party would be me and all my favourite podcast hosts – Dan Snow, James Acaster, Anushka Asthana, Dolly Alderton and Pandora Sykes.
How do you switch off from work?
I sew clothes as a hobby, and I can spend hours sewing without realising it. It’s a great way to really switch off from the outside world (and very satisfying once you’ve made something yourself!).
If you weren’t in your industry, you would be…?
A history professor. I studied early modern history for my undergrad and I’m still a huge Tudor nerd at heart.
Gym or gin?
Gym at the moment, as I’m getting ready for the cross-country running season. I’d usually opt for a pint over a gin anyways!
