In this regular item we catch up with one of our members...
Scott White, Managing Director at Brand Culture 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 a lift.
IPM: Hi Scott, thanks for talking to us, How are things going at Elevator at the moment? SW:There’s 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
IPM:How is your business developing and evolving – any interesting plans for the rest of the year you can share with us?! SW: 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."
IPM:Thanks so much for your time Scott – have a great day! SC: Always!
If you’d like to get in touch with Brand Culture, drop Scott a note at firstname.lastname@example.org