Alice has over 12 years of marketing experience from a range of independent and network agencies across the globe, working on notable brands such as Amazon, Microsoft and Nestle.
As Client Services Director at Ponderosa, she’s ultimately responsible for all client relationships, always ensuring the delivery of high-quality services. Alice shares a glimpse into her career journey, along with some words of advice to those looking to step into a client servicing role.
When did you first know you wanted a role in marketing?
I was always very creative as a child, so ending up pursuing a career in this industry isn’t too surprising. Although, when I was growing up, I desperately wanted to be an actor. I genuinely thought that was my ambition until I took an interest in politics in sixth form, which I then decided to take at university. I still had a huge passion for the arts and humanities, so continued to flex my creative muscles in my spare time. Interestingly though, politics is not too dissimilar from marketing, in that we’re both trying to convince audiences to think, feel and do something.
I took part in a few internships and work experiences across agencies – with each university summer holiday split between working in the local hotel and being really nervous sat in agency receptions! I’m so glad I did in the end, because it really gave me a great understanding of how agencies operate. If you’re reading this and are looking to get your foot in the door with an agency, please do get in touch! We’d love to help as much emerging talent as possible.
When I graduated, I then landed a position at the Institute of Practitioners in Advertising – a great place to start your career in marketing. It gave me a fantastic understanding of the industry and exposed me to some fabulously clever people early on.
What’s your favourite part of your job?
I really enjoy finding that golden nugget of insight about a brand. One nobody in the room has thought about up until now, but it’s so obvious! The ‘a-ha!’ moment.
Being able to identify that insight and see great creative roll out off the back of it is what really motivates me. The bigger the challenge, the better!
Is there a piece of work you’re most proud of?
Generally, I’d say I’m most proud when my team do something they’re proud of. When they step outside their comfort zone, push creative boundaries, drive fantastic pieces of work and build excellent relationships with their clients. When they’re proud, I’m proud.
In terms of delivering work, I had the pleasure of working on launch campaign for Amazon Prime Video, way back when. This was my first experience creating a TV ad, and when the soundtrack plays on the radio to this day, it takes me right back! You’ll never forget your first campaign.
What’s your approach to starting a new project?
I’m the first to admit my natural response is to run at a hundred miles an hour – so the first step for me is usually to stop myself doing that! Once I’ve fully understood the brief, I try and gather as much information as I can ahead of the game.
I talk to client stakeholders, members of the public, consumers unfamiliar with the category; essentially, I try to do as much as I can to see a broad level of perspectives, challenges, barriers, and motivations. On top of that, I really try and get under the skin of the client – what makes them tick, and what their personal win is going to be in the brief process.
How do you get your creative inspiration?
I truly believe inspiration comes from allowing your mind to rest.
For Client Services roles in particular, we’re pulled from pillar to post from briefing, leading, and directing internally, as well as managing clients, senior internal stakeholders, Finance teams and so much more – so of course, it can often stifle creativity if you don’t give yourself a minute to pause.
I like to get outside as much as I can. Whether it’s reading, gardening, fishing, or even walking with my dog, Pemba; I love the outdoors and find it helps reset my mind.
What do you see as the biggest challenge facing Client Services Directors today?
In general, I feel a looming challenge is getting brands to value what we do.
I’m talking before we even get to delivery and roll-out. The insight, to the ideation process and everything in between, it can be a challenge. But, when a client truly values every piece of the puzzle, it’s a fantastic feeling. I’m pleased to say we’re really lucky here to have clients who are as passionate about the work as we are.
If you’re ever part-way through the pitching process and realise your client isn’t on the same wavelength when it comes to effectiveness – seeing your work as a cost, rather than an investment in their brand – it could be worth having a think about what that relationship could look like.
What advice would you give to someone looking to follow the same career path?
Don’t do a marketing degree! Broaden your horizons first by doing something else – even if that’s getting in the door through an apprenticeship programme first. In the world of marketing, you can’t beat hands-on experience.
I’d also say, as you work your way up, always be fair – to the people you manage, to your clients, and to yourself.
