How did you get where you are now?

My career started as a sports reporter for the Telegraph and television, which helped me define my approach to PR and understand what makes a good story and why. I first evolved in communication at the Saracens rugby club before moving to the brand side at the bookmaker Coral and joining CSM Sport & Entertainment in 2014. I rose through the ranks as our communication function grew, becoming an increasingly important part of the whole agency. offer globally.

What has been the highlight of your creative career?

As a passionate horse racing fan, it was very special to work on a brief to create the name and positioning of a new women’s jockey championship supporting Cancer Research UK. After much thought and research, we have created The Silk Series, with jockeys competing for the Tufnell Trophy, in memory of Meriel Tufnell MBE – the first woman to ride a winner in British racing, who sadly died of a Cancer. It makes me proud when I watch this event happen every year and played my part in celebrating a trailblazer who was an unsung hero in the sport.

… and low light?

A few years ago I worked on a beautiful short film honoring a very high profile person who was receiving a lifetime achievement award in sport. After spending weeks traveling the country filming interviews and researching expensive archives, the video crashed onto the screen at the glitzy ceremony in front of the recipient and a crowd of VIP guests. It was a heartbreaking moment for the entire team involved and ruined some fantastic creative work.

What is your favorite campaign from the last three months (not the one you or your organization participated in) and why?

I loved the news last month that Ajax will melt their Dutch league trophy into thousands of metal stars to be awarded to their loyal supporters who were unable to attend games during the pandemic. It’s a prime example of the increasingly creative way in which sports clubs are engaging with their fans, which will be even more important for football’s greats after the reputational damage caused by the Super saga. European League.

How do you solve creative writer’s block?

I love working in pubs and find them (not just what they sell!) a great source of creativity. The change of scenery and the hustle and bustle of everyday people can be a great antidote to creative troubles. The upstairs room of a small pub called The Speaker is one of my favorite brainstorming spots, a short walk from the CSM offices in Victoria.

How should PR develop their creative prowess?

I think as PR specialists we need to champion the importance of storytelling and put it at the heart of everything we do. I often tell my clients that ultimately the media writes about people, not brands, and every story should be a human interest story. If you’re trying to position a product, focus on how it improves consumers’ lives or the human story that will bring communications and creativity to life. Good stories and creativity should always inspire emotion.


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