In this regular item we catch up with one of our members...
Scott White, Managing Director at BrandCulture tells us what they’ve been up to over the past
few months, their thoughts on what's the key to driving effectiveness and
what he’d say to a senior new business target if he had 30 seconds with them in
Scott, thanks for talking to us. How are things going at Brand Culture at the
a nice buzz about the place as it’s been a great year so far, with movement on
all fronts. On an individual level, the team are all on point, and together
they’re killing it! We’re winning new clients, organically growing current
clients and enjoying the process together. We’ve had a recent restructure that
seems to be delivering on objectives already. So, given all the uncertainty
around the ‘B’ word, we’re pretty happy with where we’re at.
IPM: How is your business
developing and evolving – any interesting plans for the rest of the year you
can share with us?!
We were recently selected to join London & Partners, part of the
Mayor’s International Business Programme. It’s a really exciting initiative as
we join Mayoral trade missions to different countries and become part of the
incredible export that is London’s creative industry. It makes you very proud
and humbled at the same time. Perhaps it’s more important now than ever to be
telling this story internationally, and we have great case studies to share on
the international work we do.
IPM: What do you think is
the key to driving effectiveness?
SW: Creativity is still the key. I think that
promotions can be viewed by some as one of the more pragmatic channels of the
marketing mix, but all pragmatism should mean is a tighter brief to hone a
greater creative response. There is no middle ground on getting extra on and
off shelf space, the ideas have to be exciting. That’s why we focus all our
solutions around entertainment and lifestyle-led creative, to enable our brand
clients to bring that wow factor and get customers engaged.
IPM: You find yourself in a
lift with a new business target, you've got 30 seconds to make an impression on
behalf of Brand Culture - what would you say and do?
SW: If the lift is going
up, I’d say “We have this effect on everything"
so much for your time Scott– have a great day!
If you’d like to get in touch with Brand Culture, drop Scott a note at firstname.lastname@example.org