This much I've learned... Helen Campbell

Helen Campbell is head of marketing UK and Ireland, VisitScotland.

The best advice I ever got…
Anticipate. Never assume things will remain the same, plan for the unexpected and don’t get caught short.

The worst advice I ever got...
Don’t talk to strangers. Life would be much more dull if we only ever engaged with the people we know.

Don’t underestimate...
The influence and the value of the consumer – they are the most powerful tools in your marketing arsenal.

Don’t overestimate...
Yourself. Being aware of how hard it is to make changes yourself gives you a better understanding of how challenging it can be to make changes in others.

The experience that taught me most...
The Saatchi & Saatchi milkround, over 20 years ago, when I was told (after a list of positive attributes) that I didn’t respond well to criticism. I jumped in, telling him that wasn’t true! Since then, I’ve never forgotten how important it is to accept and handle criticism.

The most fun I had...
Was during the early days of working in the agency world. Being young, ambitious, surrounded by like-minded people who inspired and challenged. We worked hard and played hard.

The worst moments...
In my early agency days, I was responsible for a DM piece where people sent us back a pre-paid postcard for a chance to win an exotic holiday. The problem was there was no space on the card for people to include their name and address. Telling the client was humbling.

My peak career experience…
Promotion to my current post. Having lived in Scotland for nearly 30 years I can see no better job than marketing for the country I call home. It’s a genuine honour.

Contact Helen on [email protected]. This article was taken from the January 2014 issue of Market Leader. Browse the archive here.