International Women’s Day
The Women Who Inspire Us
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To celebrate International Women’s Day 2023, some of the lovely ladies in the TCC team wanted to share the stories of the women who inspire us, both personally and professionally.
Alexandra Humphreys
Senior Digital Marketing Executive
I’d have to say my professional inspiration is Lucy Ramseyer. She has been taking Nike from strength to strength; taking the world-leading sports brand in their direct-to-consumer approach in recent years; and the unforgettable store experience must be credited for part of the success.
Since 2021, Ramseyer has continued to push the expectations when it comes to in-store marketing strategy and brand value. Their new Rise Westfield store is an amazing example of combining new technology with in-store exchanges live; this enables a constantly evolving experience for visitors. A strong part of their motivation for these stores was to give women more confidence in the sportswear marketplace. With strong attention to womenswear and empowerment when it comes to making your sportswear work for you.
Pairing their apps with in-store screens, they can showcase live sports moments from around London, meanwhile, another part of the store allows prospective buyers to look at real-time reviews and item information. Connecting shoppers to the surrounding community and involving fans of the brand as part of the in-store experience.
Personally, I’d have to say my biggest inspiration is Photographer Lee Miller – for how she constantly subverted expectations as her career progressed from Vogue cover girl to War Correspondent photographer during the Second World War. She always did what was least expected to make her mark, and I love that so much. I’d have to also say my little sister – there is not a single thing she can’t conquer when she sets her mind to it, and I try to always go with a what would she do approach to tackle life’s challenges.
Emily Caulfield
Senior Account Manager
Recently I’d have to say it’s been Annika Bizon, Samsung’s Mobile Marketing Director. I love how she’s been changing the way we interact with devices in-store, and the way they produce their content.
Bizon has mentioned that a deep evaluation of who their product is for, drives the creation of each campaign and reviewed post-campaign for the future. By interacting so much with the community you can go direct to consumers and ask what they enjoy about activations, and what they would like to see in the future, which can only help.
Last year the brand partnered with Fearne Cotton and Raheem Sterling for the launch of the Galaxy Z Flip4 and Z Fold4, as the industry moves a lot more towards user-generated content (UGC) the campaign looked at each of the new brand representatives, the way the device supports them in helping to bring communities together through their passions.
As part of the Galaxy S23 series activation, Samsung also launched a month-long immersive experience in Westfield London with the aim of getting people hands-on and interested in the new Galaxy S23 and S23 Ultra. Visitors could capture and share epic photos in the photo booth and have a go at the Nightography features or try their hand in the Epic Gaming Studio to test the power of their new devices.
I think both cases represent how important personal and community connections are to successful marketing, and why immersive activations are such a great way to do this.
Dawn Nottley
Group Account Director
I have my usual suspects – Mother Theresa, obviously… with her total selflessness. Her quote “Not all of us can do great things, but all of us can do small things with great love” and I think about that a lot. Lady Gaga – I love her! I love the way she embraces difference; I love the way she channels her emotions into her music but also champions human rights and anti-bullying in general.
Professionally it would have to be Mary Portas for banging the drum of retail. I follow her avidly and pretty much hang on her every word – there’s not a lot I disagree with when she speaks out.
The fact that in the pandemic everyone relied on buying online and they really craved that social interaction, that personal contact, so experiential and bringing people back onto the high street, and back into our bricks-and-mortar stores with theatre is everything we do here at TCC really.
But I think more than those iconic people that everyone knows about, I think my true and real inspiration is a lot closer to home. So, my Mum, the Matriarch of our family, she’s my best friend, she’s my benchmark for being the absolute best person, best mother, and best grandmother I can be, and I strive to emulate her every day – a high bar to set!
But talking about friends, I couldn’t be without what we refer to as the ‘Pangbourne Posse’ – an eclectic bunch of amazing women, who never cease to inspire and challenge me. They’ve been the people who have carried me through all my lows and celebrated hard with me in my highs. I tap into all of them really, and they are my absolute rock and inspiration.”
Claire Warne
Digital Account Manager
As I started my digital marketing career in 2011, I couldn’t help but be inspired by the prominent women in the industry at the time – most notably Sheryl Sandberg and Marissa Mayer. Working in what was at the time a heavily male-dominated workplace myself, it gave me both comfort and hope that there were women who had been able to rise to the top of these companies and were helping to pave the way for others in the industry (even if their approach was less than perfect!). More recently, it’s been great to see Susan Wojcicki take the lead at YouTube – and get her own Barbie doll! – and to see the rise of organisations such as Girls Who Code and Black Girls Code.
I also love reading the stories of women who were involved right from the very beginning of tech development – Ada Lovelace, the world’s first computer programmer; Grace Hopper, an early computer scientist; Katherine Johnson, a NASA mathematician. When I was growing up, I loved maths and technology but STEM subjects were still often considered to be “for boys”. It’s made me very happy in recent years to see these women getting the recognition they deserve, and I look forward to teaching my own daughter about their achievements.
I’m also grateful to the many incredible women in my own life who have helped and supported me over the years. My year six teacher who would always go the extra mile to push and challenge me. My college teacher who went above and beyond to help me get into Cambridge (where I was privileged to be lectured by many inspirational women, including Mary Beard!). There have been so women I’ve worked with, as colleagues and clients, who have taught me so much about so many things. And my group of mum friends, who understand the unique challenges of balancing a career with family life – often on not nearly enough sleep – and help to keep me smiling!
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