FIGARODIGITAL.CO.UK
ESSAYS
have now learned that the little things will not break you. Attention to detail has never left me, though. I’ve also learned the importance of contacts.
Never burn your bridges. Before BrewDog, I worked at Manifest London as PR account manager on the BrewDog account. Shortly before I was due to leave for a different role, James approached me and asked me to work at BrewDog. I snapped up the opportunity. This meant that I was moving from agency to client, and my old boss would become a supplier. I worked my hardest to maintain the relationship and, now, the bond between BrewDog and Manifest is as strong as it always was.
Are there any words of wisdom you wish you’d been given at the start of your career in marketing? SW: Know your worth. Don’t let anyone take you for granted.
Know your worth. Don’t let anyone yo takeu for granted
Looking back over your career, is there any one project or campaign that you’re particularly proud of? SW: #MashTag, a 100 per cent crowdsourced beer, is my pride and joy. It’s been awesome. We launched it in 2013, ran it again in 2014, and are doing the same this year. Over the course of fi ve days, our social media communities vote on the different elements of a brew—hops, malt, special twist etc—and design the label.
It’s awesome fun. It sparks debates and
discussions around beer, and engages both our existing followers and loads of new folks. So far, the resulting beers have been delicious—I can’t wait to see what 2015’s round brings.
Is there another brand whose marketing strategies you particularly admire? SW: Innocent do great stuff on social media. Their CSR is really on-brand, and isn’t totally disconnected from their core messaging.
What’s your favourite thing to do away from work? SW: I am a part-time beer presenter. I present the beer features on Channel 4’s Sunday Brunch, have my own YouTube channel, and also present beer videos for Jamie Oliver’s DrinksTube. My ambition as a kid was to be a presenter, so I am basically living my dream as a hobby. I love it. I’ve also recently launched a property hunt management tool with my boyfriend. We’re looking to buy a house and have been struggling to fi nd a way to store and share all the listings we fi nd online. So we built a solution. It’s called
fortsort.com, and it’s a cool side project. It’s good to keep the cogs whirring outside of work.
Is there anything else you’d like to tell us about the current state of digital marketing? SW: Traditional marketing is becoming ever more irrelevant. The changing state of the digital landscape gives power to the people. Brands need to evolve to be relevant and to maintain a position as part of the conversation. Failure to do so will be fatal. On a side note, if you post portrait-orientated pictures on Twitter, you will face my wrath.
brewdog.com
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