In this regular item we catch
up with one of our members...
Lucy Gillions and Jo Curtis,
co-founders of Jackanory in Covent Garden tell us what they’ve been
up to this summer, their thoughts on micro-targeted activations and what they’d
say to a senior new business target if they had 30 seconds with them in a lift.
IPM: Hi Lucy and Jo, thanks for talking to us. How are things
going at Jackanory at the moment?
LG: Good, thank you! Summer
is always an interesting time for us – one week we’re so busy we can barely
come up for breath, the next we’re kicking back over a glass of rosé or two
before the next big brief comes in.
IPM: How is your business developing and evolving – any interesting
plans for 2019 you can share with us?!
JC: We’ve recently moved offices into a bigger and brighter
space, kick-starting an exciting new chapter. Although our formalised business
planning for 2019 doesn’t take place for another couple of months, we’re continuing
our focus on growing our existing clients (they’re a lovely bunch),
consolidating our freelance network and hopefully bagging a couple of new
clients to strengthen our portfolio. As we continue to grow, we’re committed to
maintaining our boutique agency feel – living by our mantra of “less agency red
tape, less waffle, more magic.”
IPM: We seem to be in an exciting and highly creative
period for brand experience. What are your thoughts around the trend for
smaller, targeted activations over more traditional mass sampling?
LG: There’s been
a key movement in recent years towards more targeted activations that can
deliver genuine interactions and increased engagement. It’s no longer about the
number of people reached but rather the quality of the interaction. In the
past, we’d find ourselves tasked with simply getting product in hands, with
little or no scope for creativity and engagement. With the smaller, more highly
targeted activations, we can really get our creative juices flowing and love
creating memorable and immersive experiences on behalf of our clients. There’s
still a role for mass sampling, of course, it’s just not the be all and end
IPM: You find yourself in a lift with a new business target,
you've got 30 seconds to make an impression on behalf of Jackanory - what would
you say and do?
JC: Good business is built
on good relationships. We wouldn’t go for the hard sell. For many agencies
their default setting is to talk at a
prospect, to tell their story and sell their services right from the off. We’re
always more focused on asking the right questions to build a personal
connection and to find out their story before sharing ours. Oh – and we never
try to pretend we’re something we’re not. We are who we are and authenticity is
key. So you’d probably find us just being ourselves in that lift, smiling and
laughing and asking the prospect what their favourite tipple is.
IPM: Thanks so much for your time Lucy and Jo – have a great
LG and JC: You too!
If you’d like to get in touch
with Jackanory, drop them a note at firstname.lastname@example.org or email@example.com