As part of our 'Brand Perspective' Annual 2018 judges series, meet Anna Pinckernelle.
Tell us what you do for a living and who you work for?
I am the Marketing Manager for Star Alliance.
What does that involve?
Developing marketing strategies aligned with business objectives, managing marketing campaigns end-to-end, working with our 28 member carrier airlines on joint activities and promoting the Star Alliance brand worldwide.
How did you get started in the industry?
Following a diploma in media & IT, I started my career agency-side. My first role was in a digital advertising agency working on FMCG clients such as P&G, Cadburys and Kellogg’s. After a few years in the agency world, I “changed sides” and started working in-house instead.
What do you love about your job?
Combining my passion for international travel & relationships with work! I speak to at least 3-4 different managers from all over the world on a daily basis, our meetings where all member carriers are present feel a bit like the UN and the cultural insight is vast.
Layered on top of that, it offers a wonderful opportunity for driving creative that excites, resonates and shows the measurable success.
What do you hate about your job?
Inevitably since covering all time zones, a “9 to 5” isn’t very realistic… (however, it does also give me a lot of flexibility in other ways).
What would you be doing if you weren’t doing that?
Oh, there is a whole range of options! Finessing my lasso throwing skills as a gaucho on an Argentine farm, working on beating my downhill skiing speed record or picking back up my very first job in the fire brigade; I was officially trained when I was 17 but only ever practiced for two years.
If you could give one piece of advice for someone starting out in the industry, what would it be?
Patience and diplomacy seem to be the two elements that have gotten me the furthest. If something doesn’t work at once or isn’t being well received at first, a patient approach to a new solution, paired with diplomacy to really understand the challenges (who you’re working with is facing) and finding a compromise that works for all goes a long way!
Do you work with an in-house creative team, an agency, or both?
A creative agency.
What do you look for in a creative agency?
A balanced combination of a strong understanding of our business, being challenged in our thinking, exciting creativity and measurable accountability
What is the single thing that matters the most when working with a creative agency?
Good understanding of each other’s challenges.
You’re judging Integrated this year, what are you looking forward to seeing?
A strong creative idea at the core that doesn’t only get translated into a range of channels but ensures the chosen platforms are used in the most relevant and effective way.
What your all-time favourite piece of creative work/campaign?
“All-time” is tricky as there are so many exciting campaigns out there!
Having an IT (and German) background means I much appreciate when insight, data and creative come together so a campaign that’s recently impressed me is the Spotify “2018 goals” one, feeding fun little insights into a consumer-facing campaign. Disruptive, entertaining and true to the brand.
In regards to my *own* favourite campaign this would be our recent National Geographic content series – partnering with a hugely relevant and popular brand in the field, it gave Star Alliance the opportunity to create cut-through content, that would engage our audience, encourage participation and shift our brand levels considerably.
What is your favourite website/app/tool?
Love Modern Met for some creative inspiration, I don’t know how I ever found anything without Citymapper, keen Instagrammer, “Words With Friends” player and “been” is a really simple but highly addictive app to plan which country to visit next!
I am also subscribed to a range of inspiring newsletters such as “Five things on a Friday” bringing the latest and greatest from the ad & digital world or “Friday Trailers” a collection of all the latest movie trailers and news.
If you could have one superpower, what would it be?
Teleportation came first to mind but considering the industry I work in, that would probably get me out of my job! So my second choice would be Duplication, it may come in handy to be in several places at the same time…
Where can people follow you online?
Thank you Anna!