Punch recently welcomed a new director, with Louise Wright joining us as Commercial Director! We caught up with her to learn about everything from her favourite marketing campaign to what biscuit she likes to dunk in her tea…
What are you most looking forward to about your new role?
Having worked in marketing for a long time in the hospitality industry, I’m really looking forward to working with clients across different industries. From being a client to now working at the agency, I can’t wait to work more closely with the Co-Directors, Richard and Ian, as we develop plans to grow our business and take the team on an exciting journey!
Something most people don’t know about you…
Here comes my claim to fame…I have absolutely no singing talent whatsoever but I did sing with Ricky from the Kaiser Chiefs once!
Name your favourite campaign from the past 12 months…
It’s probably not the first time you’ve heard this, but KFC has been on the top of their game recently, I particularly liked their inventive response to the chicken crisis. Instead of burying their head in the sand, they launched a full FCK apology campaign – a true PR masterclass if you ask me. Another favourite is the tongue-in-cheek Chicken Pretenders campaign, in which the fast-food giant calls out other fried chicken restaurants that copy KFC with similar 3 letter names. Again a genius marketing move.
How do you think marketing will change in the future?
I think we’ll see a bigger focus on authenticity, and storytelling, as companies look to build long-lasting relationships with consumers. With brands looking to educate their target audience about their offerings in a less promotional manner. Brands need to market their product or service USPs and highlight how it can deliver a solution to their challenge. When it comes to content, sentiment is becoming a lot more important, so I think we’ll start to see a lot more memorable content, which resonates with target audiences. Consumers are choosing to quite literally “opt-out” of messages from brands that do the classic hard sell, seeing it as intrusive and aggressive, the exact opposite of relevant and authentic.
Favourite biscuit to have with a brew…
For dipping most definitely a hobnob, but for snapping you can’t beat a KitKat!