What’s been your favourite marketing project to date?

There’s been some great ones so far, but my favourite was our storytelling workshop. We brought together senior marketing and communications professionals to get to the crux of what ‘storytelling’ actually means (clue: it’s not about adding fluff, it’s about adding meaning) and how to employ these principles to help craft campaigns that resonate with the audience and trigger action.

There are so many great ads I remember from my childhood, and they’ve stuck with me because they used storytelling techniques. The BT ad series, starring Kris Marshall, is such a good example of this. The campaign ran for six years (consistency is key!) and followed Kris’ character as he tried to adjust to life with his new girlfriend and her children. Each new edition of the ad covered a different life event, from career strains, to a pregnancy (the public actually voted for this, which is telling of how invested everyone was in this campaign), and a wedding. The aim of this series was to showcase BT’s flexibility to support different needs as families grow and change. Almost 20 years on, I still think of Kris Marshall every time I see the BT logo.

When you’re not working, where can you be found?

Sitting in a cosy old pub, mooching in a charity shop, or hosting dinner parties for my friends.