Strands of Genius: Lisa Batty + 2024 Trend Report
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 ::
Do you know what the top three topics are this year? AI, AI, and AI! This year Trend Hunter completed 2,000 custom trend reports and 24,500 new articles, testing them with 12,000,000 people... and AI is number one by far.
:: DIVE IN | THE INTERVIEW ::
LISA BATTY, HEAD OF COMMS PLANNING & STRATEGY EU: TIKTOK GLOBAL BUSINESS MARKETING
>> Lisa Batty guest curated Strands on December 7th. 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?
How long have you got? I've been in the industry far too long, and like many people I sort of 'fell into' media! After a long spell as a comms planner in various media agencies I did a ten year stint at IPC magazines as head of strategy followed by two years running my own business, then I joined Tiktok back in March 2020. Fun fact: Faris was my grad at OMD back in the mid noughties!
What excites you most about what you do?
Every day is different. Tiktok is such a fast paced business things move at the speed of culture and its my job to keep up. Things that most excite me are being in a constant state of learning, and working with great people - both of which are delivered in this role. TikTok is such an exciting platform too and it’s so great for a brand that is loved by so many.
What beliefs define your approach to work? How would you define your leadership style?
Over the years i've learned that the best way to work is 'smarter not harder'. The best strategists i've worked with and learned from are very good at finding clever short cuts and work hacks. When it comes to leading a team, I try and lead by example and have evolved into quite a nurturing and supportive leader. I'm lucky here in that the team are all super talented and don't need a huge amount of support so i can focus on looking ahead and concentrating on what we need to do in the future. In my new role i'm an individual contributor so have no direct team but multiple stakeholders. Managing and satisfying different teams and leaders is an interesting challenge.
What has been the most rewarding project you’ve worked on and why?
Joining TikTok early in its evolution and setting up the Brand Strategy team. We grew from a team of 6 to almost 30 in 7 markets in less than 3 years. I was given total freedom to set the vision for the team, to hire the best people and to work our our role in the business. My boss, Trevor Johnson also gave me permission to fail as well as permission to fly which was invaluable - when you know its ok to make mistakes you are much bolder.
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?
One of our 'Bytestyles' at Tiktok is 'Champion Diversity and Inclusion' so its hugely important. This is genuinely one of the diverse businesses i've ever worked for and I honestly believe this is the key to success. Having a company full of the same type of person or recruiting people in your image is a recipe for disaster. I've learned so much about myself and others by embracing different cultures and mindsets.
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 wrote an article I published recently on Linked in called 'Why Dont' You...' (inspired by the kids TV show of the 80s) about how its super important to take time out and be self indulgent - feed your brain and your soul with new inspiration. When i'm not out seeing friends or walking by the river where i live i'll be reading a book. I'm obsessed. My goal is to do a book a week and i've managed it for the past 3 years. I'm also addicted to ITV crime dramas and online shopping but let’s not go into that here!
What’s your media diet? Where do you find inspiration?
Obviously Tiktok. its great for finding out about new trends, tapping into communities and seeing what's new. I find the website for the APG a great source of inspiration when it comes to thought leadership or opinion pieces. Contagious is also very useful. Dave Trotts blogg i never miss, and of course 'Talent Imitates' is bookmarked. I've also recently really got into Linked in as a great tool for inspiration and ideas
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
"If you spent every day worried about getting fired you're not doing your job properly." Dave Trott.
Also I have totally stolen and owned this one from my mate Sam Delaney "Don't Sh!t Yourself" which basically means 'when it comes to work, nothing is that bad, calm down'
You can keep in touch with Lisa on LinkedIn.
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rockON,
faris & rosie & ashley | your friends over at geniussteals.co
@faris is always tweeting
@rosieyakob hangs out on instagram
@ashley also writes for deaf, tattooed & employed