Why Futerra’s Daianna Karaian is supporting Ashoka UK

Daianna Karaian on supporting Ashoka

We caught up with Daianna, Head of Brand Strategy at the sustainable communications agency Futerra, to get her thoughts on supporting Ashoka UK.

What inspired you to participate in Marketing for Good?
I’ve worked in the charity sector before, and I know how hard it is to lift your head from the day-to-day and think strategically about your position in the market. Charities have to compete for attention, support and funding, so marketing is really important but often neglected. I wanted to help an organisation I believe in to achieve more.
Why did you choose to work with Ashoka UK?
Ashoka is doing amazing work to support brilliant people solving social challenges through the power of enterprise. I really believe that businesses with a social purpose at their core will rule the 21st century. I love the energy, enthusiasm and optimism with which Ashoka, its fellows and partners approach problems.
What challenges were they facing?
They have a great ambition – everyone a changemaker – but are still working to develop a story around that rallying cry that more people can understand and engage with. It was essentially a positioning and messaging brief.
How were you able to help them address those challenges?
A planner by day, I could have done the classic agency thing of taking the problem away with me and coming back with a shiny solution. I could have even co-created it with them. But in my first meeting with Felicity, I knew she had the solution inside her and it was just a matter of drawing it out. We decided the best way forward was for me to coach her through the challenge she was facing and help her find the solution herself.
How have you benefited from the experience?
I love creating brand strategies, but right now I want to focus more on my leadership skills. I think the best leaders have a coaching style – helping those around you understand the problem, guiding them toward their own solutions, and demonstrating that you have full faith and confidence in their ability to get there.
What would you say to other marketers considering getting involved?
Do it! If you know what you want to get out of it, you have everything to gain and nothing to lose.

If you would like to find out more and see how you get involved, please get in touch with Sarah Woodley. And you can browse more marketing for good content in our Clubhouse.