Who are your biggest inspirations in the industry?
I wouldn’t say that I have one particular person as an inspiration, but I have to say that the marketing industry in Scotland hugely inspires me. It’s also a close-knit community, so creativity in the industry inspires everyone to up their game and collectively represent our marketing community together. It’s important we nurture talent in Scotland as an innovative and creative hub – and the way to do this, is market ourselves and our brilliant industry even more.
The one campaign you are most proud of during your time with your organisation?
The Johnnie Walker transformation campaign – relaunching the brand in Scotland last year. Making one of Scotland’s biggest global brands relevant in culture was no mean feat, and we worked hard with event partners, customers, and agencies to shift brand perception, drive sales and win market share. We’ve grown a team in Scotland that has helped us deliver across different disciplines and channels, and we’ve proudly expanded our external network with partners who are passionate about working together to deliver integrated plans.
What's on the horizon for you?
I’m passionate about building heritage brands in culture and would like to continue to devise and shape marketing plans which make consumers fall in love with them as much as I do.
Emma is taking part in the Creative Challenge Client v Agencies event at this year's Amplify Virtual Festival.