Strands of Genius: Gaia Giove + Science of Loyalty
featuring: an interview with our guest editor and a research report
Welcome to the Bonus edition of Strands of Genius! On Fridays, we’ll be publishing interviews from our guest editors, and sharing a research report. Thanks for being along for the ride. Oh and by the way, you look great today :)
:: STEAL THIS THINKING | RESEARCH REPORT ::
Loyal customers help brands grow; they spend more, offer resilience against competition, and can be a powerful source of word-of-mouth recommendations. In a world of unlimited information and ever expanding choices, loyalty is more important than ever.
What brands view as loyalty takes many different shapes: it could be as simple as a customer always buying the same toothpaste, or as extreme as a superfan getting a brand’s logo tattooed on their leg. Naturally, not all brands can hope to inspire undying devotion. But all brands can seek to understand the psychological underpinnings of loyal behavior—how aspects such as a person’s sense of self or their social context influence their brand choices.
:: DIVE IN | THE INTERVIEW ::
GAIA GIOVE, CREATIVE/COPYWRITER
>> Gaia Giove guest curated Strands on June 20th 2024. Read it here.
Tell us a little bit about yourself and what keeps you busy. How did you end up doing what you’re doing today?
Between everyday inconveniences, freelancing, cooking, overthinking sessions, and endless scrolling on my phone, my days are a quite chaotic. I've developed a love-hate relationship with my phone—it's my window to the world, but also a vortex of guilt for the time I spend on it, trying to keep up with trends and news in advertising and beyond.
The pandemic was a major turning point for me. After graduating in 2020 with a BSc in Management and Marketing, I had plans to dive straight into the job market. But COVID threw those plans out the window, so I found myself back in Italy, where I’m originally from. It was during this time of reflection that I realised my true passion lies in the creative realm of advertising. That led me to pursue a Master's degree at the University of the Arts London, where I finally found my “calling” or something like that.
What excites you most about what you do?
What truly ignites my passion for advertising is its dynamic nature, being intertwined with contemporary events. Similarly, I find great joy in agency work, where the constant influx of diverse projects and clients ensures that each day is unique and engaging. It's a professional environment that never fails to keep me intrigued.
What beliefs define your approach to work? How would you define your leadership style?
While I'm still in the start of my career and haven't yet fully defined my leadership style, I can certainly outline the type of leader I aspire to be. I strive to cultivate an environment where everyone feels empowered to contribute, even those who are more reserved. In my previous experiences, I've made a conscious effort to ensure that all voices are heard and decisions are made collaboratively, fostering a sense of value among team members. However, I also believe that honest feedback is crucial for refining ideas and achieving optimal outcomes. By encouraging constructive criticism, we can challenge ourselves to push boundaries and elevate our collective creativity beyond initial concepts.
What has been the most rewarding project you’ve worked on and why?
One of the most fulfilling projects I've had the pleasure of working on is undoubtedly my student portfolio, which I developed in collaboration with my creative partner, Dora. This journey was a great learning experience, as every decision was made through compromise, whether it was about insights, campaign concepts, website design, what to include, or other elements. We poured months of hard work into refining it and seeking feedback.
Ultimately, our portfolio proved to be a pivotal asset, securing us a creative placement and even earning our team an award at CREAM 2023. Despite the intensity of the process, this project serves as a constant reminder that hard work does actually yield appreciation and success.
We are big believers in diversity -- Not only because we believe in equality, but because we also think it’s better for business. How do you frame these kinds of conversations, both internally and with clients? Is there an emphasis on action, or are the conversations really more about communication?
As I navigate the early stages of my career, I've yet to encounter situations where I've needed to explicitly discuss inclusivity with clients or partners. However, inclusivity is always at the forefront of my approach to any project. Whether it's featuring a stay-at-home father, a same-sex couple, individuals from ethnic minorities, or those with disabilities, I firmly believe that considering these aspects is essential for the effectiveness and resonance of an advertisement.
Interestingly, I wouldn't initiate a specific conversation about diversity with a client, I firmly believe that in today's landscape, representation should be inherent. It shouldn't feel like an added topic for discussion but rather a natural and integral part of the creative process. Diversity in advertising should seamlessly reflect the world we live in, without feeling forced. Similarly, I’d approach the representation of eco-friendly and sustainable habits in the same way.
Switching gears a bit, how do you find time to balance personal interests with your career? Do you believe work/life balance is possible? Anything you’ve implemented that you recommend that others try?
Maintaining a healthy work-life balance is incredibly important to me, although I'll admit it can sometimes take a backseat during busy periods with looming deadlines. There are moments when it's hard to switch off, especially when you're driven to refine ideas or perfect copy and art direction for a pitch you're deeply invested in, whether it's to impress a client, a Creative Director, or yourself.
Additionally, I believe it's the responsibility of agencies and companies to prevent employees from feeling overwhelmed or pressured to work outside of regular hours. When they prioritise our well-being, it fosters a happier and more motivated workforce, where our contributions feel valued and our hard work appreciated. Therefore when being asked to put in extra extra work it’ll feel less consuming.
In terms of unwinding, I've discovered a newfound love for bouldering/rock climbing as a way to decompress. Whether it's engaging in sports, going out with friends, or simply zoning out with a TV show, finding moments to switch off is crucial for maintaining balance and not getting burned out.
What’s your media diet? Where do you find inspiration?
I consume A LOT of my media content through platforms like TikTok, Instagram, and LinkedIn, which admittedly can create a bit of a bubble where you only get exposed to ideas similar to your believes, limiting exposure to diverse perspectives and news. To counteract this, I make a conscious effort to watch traditional news broadcasts on television to stay informed about current events.
When it comes to finding inspiration, I cast a wide net. For instance, while working on my Final Major Project, I drew inspiration from various sources. A particularly memorable experience was visiting the Hayward Gallery in London, where I encountered Cristina Iglesias' piece, "El Pabellon de Cristal I” as part of the exhibition 'Dear Earth, Art and Hope in a Time of Crisis.' This art installation left a lasting impression and greatly influenced the direction of my prototype. Therefore, I firmly believe that seeking out diverse perspectives is essential, as is finding inspiration in unconventional sources not directly linked to advertising. Exploring varied viewpoints broadens our understanding and fuels creativity. Nonetheless, while unconventional sources spark innovation, delving into iconic campaigns remains a timeless and invaluable way to gain insights and lessons from the past.
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
Overall I think that the best piece of advice is that the people we love always come first, but unfortunately during everyday chaos that’s easy to forget. So I think that’s what I’d like to remind people today.
To what extent do I want my career to have a positive impact?
One aspect that weighs on me is the consumerist nature of advertising. Constantly persuading individuals to purchase things they don't truly need feels unsustainable, especially considering my personal commitment to sustainability in my daily life. However, I find comfort in the fact that advertising can also be a force for positive change. By promoting eco-friendly behaviors, services, charities, or environmentally friendly products, we can contribute to a more sustainable future.
In my career journey, I aspire to align myself with agencies whose values mirror my own, particularly those that prioritise environmental consciousness both internally and with their clients. I'd be against working on campaigns for clients engaged in greenwashing—presenting a facade of environmental responsibility while actively contributing to pollution and waste.
Ultimately, I envision my career making a positive impact, particularly in combating climate change. Whether through direct involvement in such projects or by ensuring that I never promote brands or products that contradict my ethical principles, I aim to contribute to a more sustainable and conscientious advertising industry.
You can keep in touch with Gaia on LinkedIn.
If we can ever be of help to you, even outside of a formal engagement, please don’t hesitate to let us know.
rockON,
faris & rosie | your friends over at geniussteals.co
(still want more? @faris is still “tweeting” while @rosieyakob prefers instagram stories)