Last Thursday I went to the latest instalment of The Marketing Society’s ‘Inspiring Minds’ programme - Inspiring Creativity. Being a young creative, I think it’s really important to attend as many industry events as possible. But when the three speakers are three of the greatest creative minds in Scotland, I think it’s extra important. These are the kind of people who have the answers to the questions in my mind – Where do you get your ideas from? How do you get past a creative brick wall? What do you do when your mum asks, “What is it you do, again? ”for the 478thtime?... But even after studying at art school, graduating and working for a couple of years, one question still remains rooted to the top of my mind – what exactly is creativity?
The Marketing Society has a vision to help build a world class marketing community in Scotland. A great place to study, work and invest in marketing. There is an extensive range of major events in Scotland from the Star Awards and the Amplify Marketing Festival to the St Andrew’s Day Dinner at the end of the year. Inspiring Minds is a development programme structured to promote best practice in the key areas of marketing – from briefing and planning to creativity and results.
For over 20 years, Scott has worked with leading UK brands, helping them deliver marketing communications with big ideas, planning, strategy, creative direction and design execution. At LEWIS he works closely with marketing teams, brand specialists, digital strategists, UX consultants and technical teams to design, develop and deliver innovative, creative solutions for National Museums Scotland, Scottish Power, Royal London, See Me Scotland, Santander and Dynamic Earth and more. We caught up with Scott ahead of his appearance at Amplify 2018. Book your tickets now. Where does your love of design come from? A niggling instinct from the age of 5. It’s always bothered me when something is out of place and delighted me when it’s not. Everything from a ruffled dishcloth to a poorly kerned headline bugs me. While a polished nightclub flyer or minimal shelving gets me excited.
Gráinne Wafer is the Global Brand Director for Baileys at Diageo, and therefore responsible for the Baileys brand globally. One of the world’s leading spirit brands, it is an iconic Irish success story, loved by over 150m consumers in over 160 countries around the world. She is accountable for strategy, commercial and consumer performance & innovation for the Baileys brand, in both developed and emerging markets. Following a decade of decline, Gráinne has led the brand’s turnaround, with three consecutive years of growth based on a totally new strategy Gráinne also is joint lead of Diageo’s Progressive Gender Portrayal programme and is the Diageo representative for the UNstereotype Alliance, a UN and industry wide platform which seeks to eradicate harmful gender-based stereotypes in advertising. Gráinne has spent over twenty years with Diageo working on a wide variety of brands, with local, European & global roles spanning communications, brand marketing, innovation and commercialisation.
With over 23 years’ agency experience gained both in Sydney and Edinburgh, Guy is one of Scotland’s highest profile advertising creatives. As creative director of the The&Partnership and the RBS Group’s newly established in-house agency, Guy is responsible for a vast range of creative comms for NatWest, Royal Bank, Ulster Bank, Coutts, Holts and Lombard. Prior to his role at Gogarburn, he spent five years as creative director at Story, seven years at The Leith Agency, five years at The Union, and he’s run his own agency having started his career in Sydney. He’s worked on a huge range of brands including M&S Bank, Standard Life, VisitScotland, Baxter’s, Irn Bru, Grolsch, Coors and the Scottish Government. Guy has been responsible for some of Scotland’s most memorable advertising campaigns, including Detect Breast Cancer Early with Elaine C Smith and the s1Jobs launch. The ‘Ice Cream Van’ for s1jobs was voted Scotland’s favourite TV ad by readers of the Daily Record which provides a proud career highlight.