Strands of Genius: James Addlestone + Media Reactions 2024
Strands of Genius: James Addlestone + Media Reactions 2024
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 ::
Media and culture move together, conflated by technology, enabling new forms of creativity for brands and individuals. For marketers, it is essential to know which media channels and platforms are most relevant for your brand, because we know that ad campaigns are seven times more impactful among a receptive audience.
The new habits and behaviours of younger generations across the world continue to alter the fundamentals of this landscape. Why do we need to understand what consumers think about ad platforms? It’s because brands maximise growth by predisposing more people to think they are the right choice, by building positive mental perceptions and salience.
Kantar data shows that brands that people are strongly predisposed to have higher volume share, command a better price, and are more likely to grow value share in the future than brands with weaker predisposition. This is as relevant for media owners and publisher brands as it is for consumer brands.
:: DIVE IN | THE INTERVIEW ::
JAMES ADDLESTONE, HEAD OF DATA ARTS, SAATCHI LONDON
>> James Addlestone, guest curated Strands on November 7th 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?
Most people assume you like what you’re good at. Sadly, I’ve been cursed with the opposite affliction. I’m a terrible singer. A very average writer. And in general have always been better at ‘the sciences’ than ‘the arts’. Call it Ikagi (or maybe it’s just common sense ;)), but I’ve tried to take roles I think I’m not bad at, and are valued by the market. Which, perhaps to my detriment, is broadly ‘data’, ‘product stuff’, and arguably ‘business strategy’.
…Whilst taking roles that allow me to get better at things I’m worse at but greatly enjoy, as quickly as possible. Which is more or less everything else across the wider marketing and advertising spectrum. All whilst trying to work for people who I think are brilliant at what they do, and are truly lovely human beings (to embarrass them - Andy Rowe and Ruth Bates, who I have basically followed around as much as possible!).
So to satisfy all of the above, my career has gone down the untraditional route of: data scientist > strategy consultant > sports marketing consultant > ‘decision scientist’ in an integrated agency > chief strategy officer at a performance agency > head of data arts at Saatchi…
What excites you most about what you do?
There is never a right answer because marketing is not an ‘optimisation’ problem. There are limitless possible answers: infinite creative possibilities, and increasingly complex media considerations in an ever evolving landscape (often with no existing ‘data’ to optimise against). I think that’s wonderful for a few reasons.
Truly anyone can hugely contribute, at any level, within any discipline, from any background. It requires cooperation between cognitively diverse teams.
Ambiguous challenges are just a lot more fun to solve!
What beliefs define your approach to work? How would you define your leadership style?
If I’m honest I’ve probably changed my approach to work and my leadership style (if I ever really had one) more often than I’d like to admit. There is probably one consistent belief I’ve had: work should be as enjoyable as possible. And I don’t think it is possible unless you bring your personality to work; find a team of interesting and kind people; and take pride in what you achieve as a group.
What has been the most rewarding project you’ve worked on and why?
I think far too often we tell ourselves in marketing ‘we aren’t saving lives’ and dramatically underplay the role we can have on making the lives of our team, clients, and customers that little bit better. I have been fortunate to work with a number of brilliant charities over the years, but I think every client (or even pitch) I’ve worked on where there’s been a true sense of teamwork has been in itself rewarding.
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?
Being as open, kind and thoughtful as possible is a good place to start. But there is so much I need to and want to learn to be a more positive force in this space. I do think it starts with having clarity on the power of diversity, beyond the obvious social impact. Having a team as representative of your market as possible means you’re more likely to create ideas that resonate with real people. Having greater cognitive diversity means you’ll have wider scope to problem solve, and greater general resilience. And having more smart people from every background applying to jobs means you’ll have a far richer pool of talent.
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?
I think we are lucky to work in an industry where almost anything interesting is a potential source of inspiration. Often, with that lens, work doesn’t have to feel like work... I find this mindset helpful.
Like most in the industry, I can tell you what I’ve tried and failed! I think my main piece of advice is to work for and hire people you trust. From there, setting guardrails and having open conversations is far easier.
What’s your media diet? Where do you find inspiration?
It’s a cliche, but it’s true - these days I’m most inspired by the things closest to home. My daughter, my wife, my family, my colleagues. Weekend walks and evening chats. I also have the irritating habit of being most interested in the things I know least about. I’m not naturally very creative, so I find breadth is the best route to level that out!
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
The answer to pretty much everything is ‘find the balance’.
From my Granddad. In a world of increasing polarisation, I think ‘find the balance’ is as good a motto as any.
You can keep in touch with James 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)