Advent Calendar - Judi Lewis
With only a few posts to go, today we hear what Judi Lewis has to say in response to the advent calendar questions.
1) Which is the campaign that impressed you most this year?
Probably stating the obvious – but it’s hard to go past NY Tap. I wish I could say I was involved. Such a simple insight coupled with a big idea and executed brilliantly.
2) In your job, which is the most important thing you learnt this year?
The majority of agencies fail to do what they advise Clients – create a clear single-minded proposition that is substantiated and which differentiates from the competition.
3) As a marketer what’s on top of your agenda for 2008?
Based on question no.2, top on the agenda for next year is creating greater distinction as an agency. Not just for the sake of it, but to give greater value to our Clients and more opportunity for our people.
4) What, in your opinion, will be a killer application/key trend in marketing in 2008?
What I hope the trend will be; more marketers committing resources to deliver greater personalisation and customisation. Given all the technology available, there is absolutely no excuse for irrelevant marketing communications. The marketers who have applied this strategy are rightly enjoying the rewards. Look no further than the Apple IPOD and Nike collaboration (Nike+).
5) Which book would you give as a Christmas present to a colleague?
Chris Hunter beat me to the punch, my pick is also ‘The Road’ by Cormac McCarthy. It really is superb. Don’t be put off by the dark plot – it is an outstanding read.