It occurred to me while reading a piece from Marketing Week on Helen Wylde, an up-and-coming marketing manager for ADT in the UK, that a relatively unappreciated source of sculpting public opinion comes from marketers. Read these selections while thinking about the fact that all of her and her colleagues' background and training and worldview amplifies, filters, and distills messages propelled by an advertising budget of $200+ million. I'm dying to know what her "secret inspirations" are...
Selections:
How did you get into the industry (including relevant qualifications and professional training)?
I have a BA in History & Classics. Plus I am currently studying for my MBA...
Who has been your biggest inspiration?
Apart from a few 'secret inspirations' that are best kept that way, Richard Branson is someone whose approach I find truly inspiring. He has always had the guts to do what other people wouldn't dare to and he's always made it fun. His brand has never become dull, he's kept things fresh and that's a terrific lesson learned for the industry. Virgin is a great example of how a business can be led by marketing rather than finance.
What are your ambitions?
At ADT my aim is to use my experience and knowledge of what customers want to create a brand that makes people feel secure, protected and that they are getting great value. I want to ADT to offer the best customer experience so that they can relax and know we will always be there for them.
List your 'media diet':
Lots of Radio 4, and The Economist.
update: Tyco's advertising budget, according to its 2006 annual report is only $239 million. Also, the reason for this post is to point out an important segment of second-hand dealers in ideas that are sometimes overlooked -- nothing more or less. Private security is an interest of mine, so that's how I came upon this interview.
