JENNIFER ANDERSON Founder and Marketing Consultant, La Lune Communications.
Did you always envisage a career in the Media industry? Not always, at a very young age I wanted to be a solicitor and then a marine biologist! Which is funny now I look back, as I don’t think I’m suited to either of those. I fell in love with marketing and the world of business at secondary school. Business Studies was one of the few subjects I enjoyed and I knew then that I wanted a career, and not just a job. What has been your career path so far? My friends joke that there isn’t a job out there that I haven’t tried, and it’s true that I’ve had many part-time jobs over the years but they’ve definitely all served me well in understanding the world of business and having exposure to different sectors. My first marketing role was a placement year as part of my degree, I worked at Kimberly-Clark in Kent. After university I moved to London for a graduate role with the7Stars media agency, it was an amazing opportunity but I didn’t settle into London life so I left there after a few months and moved to Leeds where I worked at Morrison’s PLC and JLL doing FMCG media and shopping centre marketing. I then sailed the seven seas (just about) and worked as a Marketing Manager on board cruise ships for P&O Cruises! That was an amazing adventure. Then I moved back to Newcastle and worked on the Volkswagen account for adam&eveDDB followed by Lookers Audi and most recently a complete change, in the B2B cost-savings sector with the Great Annual Savings Group. What have been the biggest challenges you have faced so far? As an owner of two start-ups (I also have a candle company) there is a never-ending list of tasks for me to complete. It can be difficult knowing where to start and overwhelming if I focus on the volume of what’s ahead. I listen to a lot of business coaching podcasts and read a lot about the subject, and I’ve learnt to focus on ‘the needle movers’ i.e. the tasks and activities that are going to progress things in the immediate future. It’s all about small steps, which lead to bigger steps, which eventually get you to where you want to be…or at an even better destination! Who do you most respect in your industry? I’m a big advocate of women in business and have huge respect for Jo Malone, the way she created, scaled and subsequently sold her business is incredibly admirable. She found a niche and absolutely nailed it. From an advertising point of view, I had the pleasure of working with adam&eveDDB a few years back and the campaigns they create are industry-leading. I’m incredibly proud to have been a part of such a respected creative agency. Which fictional media character can you most relate to? I’d love to say something cool like Peggy Olson from Mad Men but I’d be lying. I’m definitely more like Joey from Friends – I’m very protective over my food and I make a great sandwich! How have you adapted your business during the coronavirus crisis and supported clients? Setting up La Lune came at a time when there was, and continues to be, a lot of economic uncertainty so I knew offering maximum flexibility for clients was key. As the world returns to some form of normality, businesses need to shout about their products and services, but understandably investing in hefty, long-term marketing budgets isn’t viable for many. Therefore, I offer fully flexible hourly and day rates. I can do this because I’m so confident in the service I offer, i know clients will return for more support. What is your biggest weakness? Admin. I really dislike it! I think this will be the first role I recruit for. I wish was the kind of person to love spreadsheets, but I’m really not. I can also be impatient, and this is a weakness that I’m working on, as it can have repercussions when making business decisions. When I have an idea, I want to execute it there and then, but I’m learning to nurture the ideas and practice patience. It’s true what they say, patience is a virtue. But it doesn’t come naturally to us all! What has been your proudest achievement? It’s still an achievement in progress, but taking the leap, following my intuition and starting my own business is something I’m incredibly proud of. I don’t come from a background of entrepreneurs, and as super supportive as my family and friends are, they don’t necessarily understand the fire in my belly to create a successful business. A lot of people see risk, uncertainty and an overwhelming amount of responsibility, whereas I see a path that I absolutely must follow! So, committing to my passion with conviction is something I’m proud of. What are your remaining career aspirations? I’d love to grow La Lune to be the go-to marketing campaign consultancy, with a real competitive advantage in demonstrating marketing effectiveness. I think there’s still a lack of end-to-end understanding of whether or not a marketing campaign has been a success. I’d love to develop a tech solution which makes it easier to achieve the holy grail of marketing; a single customer view. There are so many CRM systems and social media management tools out there, but I’m yet to discover one which truly provides a holistic view of marketing effectiveness. Any tech developers reading this, get in touch! One day, I also hope to be able to mentor young girls in business and encourage female entrepreneurship. Only 1 in 3 UK entrepreneurs is female (Rose Review of Female Entrepreneurship, HM Treasury 2019) and I’m passionate about shattering that glass ceiling for future generations. How do you see your industry evolving in the next 10 years? Data-driven marketing will continue to evolve and being able to report on ROI will no longer be an option, but an essential. I also think brands will increasingly draw upon social issues, emotion and ethics within their advertising. The conscious consumerism sector is going to be huge. Brands will be expected to act responsibly, and follow through on their promises of ethical consumerism.
