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Brand Perspective with Sam Moore, Head of Digital at Carlsberg

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As part of our "Brand Perspective" Annual 2018 judges series, meet Sam Moore

Tell us what you do for a living? 

Head of Digital at Carlsberg.

What does that involve? 

I manage the digital user experience for both On Trade customers (e.g. Pubs and Restaurants) and also online merchandising for online grocery.

What do you love about your job? 

I love the team that I work with and the environment, it can be very creative and an exciting place to work!

What do you hate about your job? 

Sometimes if we want to deliver something complex there can be a fair amount of paperwork and the associated delays to get the right forms raised and approved before we can get cracking!

What would you be doing if you weren’t doing that? 

Probably something to do with food, I’m a massive foodie.  A food critic would be an amazing job for me – I could eat amazing food, try new cuisines/restaurants and get paid for it! 

Do you work with an in-house creative team, an agency, or both?

We work with agencies and have some fantastic relationships with our agency teammates!

What do you look for in a creative agency? 

A down-to-earth approach with a team who are honest and trustworthy. Ideas are rooted in reality so we can launch them but without compromising on ambition!

What is the single thing that matters the most when working with a creative agency? 

Honesty and openness – it’s important to know where projects are and what the challenges are as they arise so we can resolve as a team and deliver something amazing.

You’re judging Branded Content this year, what are you looking forward to seeing in the submissions? 

An innovative, creative idea that reflects genuine insight into how the customer behaves or what they need that will resonate and therefore generate the intended response.

What is your all-time favourite piece of creative work/campaign? 

The Dove campaign for real beauty is a classic – removing all the air-brushing and supermodelesque looks for the real, everyday beauty that is in everyone!  

What is your favourite website/app/tool?

Hotjar – we have found that this tool is extremely useful in understanding how a user moves through the site and where the sticking points are.

If you could have one superpower, what would it be? 

Teleportation – being able to get to places super fast would save loads of time!  

Thank you Sam!

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