We are delighted to bring you a Fellows Interview with Claire Prentice, Joint Head of Marketing and Brand, Scottish Government
The Marketing Society Fellowship is our highest and most prestigious accolade awarded to outstanding marketing leaders who have achieved significant success in the markets they’ve worked in and made an active contribution to The Marketing Society and our industry more broadly.
What’s your golden rule?
You can’t control everything. Uncertainty is part of the job, and that’s okay, so just focus on putting your energy where you can make a difference.
Who has been your biggest influence?
Probably my close girlfriends who all work in the industry in Scotland - an amazing group of women and constant source of support and wisdom!
What is your most hated business expression?
“Let’s pivot.” Please no!
What’s the smartest business idea you’ve ever had?
Leading the team that built Scotland’s nation brand strategy has meant helping to tell a story that authentically reflects who we are as a country, what we believe in, and how we want to show up in the world.
Which leader do you admire most and why?
Oh lots of people but if I had to pick one, perhaps Jacinda Ardern, I really admire her empathy, honesty, and authenticity as a leader. She leads with compassion but still makes bold decisions, showing that strength and kindness can absolutely go hand in hand.
What is on your mind the most right now as a marketing leader?
Keeping abreast of AI and its impact on all our work – the good and bad.
Why is being part of The Marketing Society important for your career?
It’s such an amazing community in Scotland. You meet brilliant people who genuinely want to share, learn and lift each other up.
Why does marketing matter to you?
Because it can make a real difference to people's lives for the better, change perceptions, shift behaviour, build pride, or just help someone feel seen and listened to.
What do you think the biggest challenge in marketing will be in 2026
Probably mis and dis information. Particularly when it comes to information from government - whether that be around for example health or climate change - continuing to reach audiences and build strong and trusted voices is critical.
Tell us something that’s not on your CV
I love the outdoors, running and have three boys.
Not a member yet?
Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.
Our Membership Speaks For Itself. Be part of it.
Become a Member
If you’d like to know more, please leave your details on the form below, and we can reach out to you.
Enquire here
