What led you to a career in media?

After completing my Zoology degree in Nottingham and my masters in Bangor, I found myself working in a field down in Dorset studying ants and butterflies, accompanied by bearded old men. All my friends were living it up in the big city, having an absolute hoot and I got immense FOMO. So, I decided to down the tools in the field, applied for a job in the city at MediaCom, received the offer and I signed on the dotted line in a heartbeat! I ditched the rolling hills for the big smoke and I never looked back. I had all of zero years’ experience in media but by joining the direct response team at MediaCom, my science-based degree came into its own with the opportunity to use my analytical brain. A few years later I was offered the opportunity to join MI and whole decade later, I’m still here!

What is your proudest moment at MI?

Without a doubt, it has to be working with the MND Association. Motor Neurone Disease is so cruel and to raise awareness of those living with the disease as well as those caring for their loved ones is so important. The campaign, which you can read more about here, was executed incredibly well and it really resonated with the audience. Whilst it may sound quite niche, buying advertising in a well-known soap like Coronation Street is something I have always wanted to do. To have secured a media first and have the campaign running alongside a poignant story line about MND in the well-known soap was not only a proud personal achievement but also a great success for increasing brand awareness. To top it all off, the campaign was nominated for both the Third Sector Awards and The Drum Awards, so we are keeping everything crossed!

What advice would you give to someone looking to become a Business Director or more generally pursuing a career in media?

Really think about the company and culture you want to work in as I have found media has changed quite a lot. For me, a small independent culture is vital. MI really feels like a family. Don’t get me wrong massive agencies have ample experience, specific teams and tailored roles working with wide ranging clients, but a smaller agency allows you jump in at the deep end, roll your sleeves up and learn it all. So, try to figure out which working environment will allow you to thrive the most.

What mistakes have you learnt from the most?

The mistakes that I have learnt from the most are definitely the f**k ups I have made and sat on for a while in “panic mode”. It meant that I isolated myself trying to figure out how I can overcome them or make things right. In reality, there is always someone who you can turn to straight away who will have the answer. It is important to speak up sooner rather than later to avoid digging bigger holes for yourself.

Do you have a dream client or an ad campaign you particularly love?

Full moon… half moon… total eclipse. It has to be the Jaffa cake ad. Who knew a biscuit or cake (that’s a great debate) could be so versatile, both delicious and educational. I love any ad that is slightly bonkers and McVitie’s Jaffa Cake really thought outside the box with this one. It captured the attention of the nation.

Who is your role model and why?

It’s got to be Jo Blake, our Head of Investment at MI. She is an absolute firecracker. Jo’s been in the industry for a long while and she is so well respected. She knows lots of media people from the big dogs to those starting out in their career and she is loved by them all. She constantly has her ear to the ground and it really shows in her work. Oh, and her wardrobe and swearing vocab are second to none and never fail to brighten up people’s day.