I've had the best seat in the house to see how the creative marketing industry has changed over the last fifteen years. I've contributed to innovative projects that have generated global PR headlines and helped hundreds of campaigns deliver brilliant best practices. What I've learnt is to have a focus on the user and the utmost respect for their time and attention.
My team within Google has changed focus in my time here. Firstly it was interactivity, rich media ads and campaign landing pages. Then it was innovation, generating PR headlines with world first tech. But as the digital budgets got higher, the need to deliver meaningful results got higher with it. And that means video.
The last two years at Google I have worked with the best brands and agencies in the UK to deliver creative effectiveness on YouTube. Best practice is not a destination but, in collaboration with the clients existing creative resource, I work to make it a platform for exploration outside of the TV+ comfort zone.