In this new, regular item we catch up with one of our members...
Jake Xu, owner and Creative Director of Ready
in Bath tells us what they’ve been up to this
summer, his thoughts on AI and consumer choice, and what he’d say to a senior
new business target if he had 30 seconds with them in a lift.
IPM: Hi Jake, thanks for talking to us. How are things
going at Ready at the moment?
Jake Xu: We’re having a frantic summer, to say
the least! Since the beginning of June, we’ve launched new campaigns for
long-term clients Soap & Glory, Quidco, Burt’s Bees and Kiddylicious. We’ve
also begun working with two new clients, Vita Coco and luxury chocolatiers
Maison Samadi, as well as delivering our latest project for skincare experts
Bioré. And with more to come, there hasn’t been much time to pause and enjoy
the beautiful weather!
Having said that, we’re off on a team trip to
Helsinki in September, so that’s definitely an opportunity to cool off that
we’re very much looking forward to.
IPM: How is your business developing and evolving – any
interesting plans for 2019 you can share with us?!
JX: Just more of the same, I think. At the turn
of this year, we repositioned the agency to focus on the promotional and
tactical side of our clients’ campaign strategies, as helping them to think a
little differently here was where we felt we were adding the most value.
response to that has been really good, so we’ll continue to focus on building
relationships with both existing and potential clients around this need.
IPM: Thanks for letting us share your piece on the future
of grocery retail – really interesting. What’s your view on AI and how it might
impact consumer choice?
JX: In terms of grocery shopping, it’s quite a
habitual process for many people, especially the family shopper. We often tend
to go back to the same staple items in many cases. I think AI could have a huge
impact on automating repeat purchases, learning over time how long it takes us
to use up certain items and re-ordering them without any human input – unless
we intervene to change our preferences of course.
As I said in the piece,
though, I can’t see this happening any time soon for perishables like fruit and
veg. Too many of us want to give our avocados a squeeze before we make our
IPM: You find yourself in a lift with a new business
target, you've got 30 seconds to make an impression on behalf of Ready - what
would you say and do?
JX: To be honest, I would ask what their biggest challenges
are at the present moment. I find those conversations much more interesting
than just talking up what we do, and I also think we agencies can get a bit
carried away with talking about ourselves too much.
Having said that, if I
were asked the direct question "what does Ready do?", I'd say that we
create promotional and tactical campaigns for consumer brands that use
breakthrough tactics - eg. games, challenges and interactive experiences - to
help them stand out at key sales periods.
IPM: Thanks so much for your time Jake – have a great
JX: You too!
If you’d like to get in touch with Ready, drop them a
note at firstname.lastname@example.org