If Variety is the Spice of Life, Look no Further than a Career in Experiential Marketing.
In fiction, heroines can take the unlikeliest of guises. The insular hacker, Lisbeth Salander from the acclaimed Millennium saga. The defiant Katniss Everdeen from The Hunger Games… or as I recently discovered, Miss Rabbit from… Peppa Pig.
Yes, for all those who have ever had to keep a toddler still for 5 minutes, you’ll no doubt be familiar with a character who can seemingly turn her hand to anything. One moment a bus driver the next a helicopter pilot. In fact, her extensive CV boasts cashier, engineer, firefighter, china shop owner, recycling plant owner, air hostess and librarian, to name but a few.
I’m sure I’m not alone in wanting to take a leaf out of Mrs Rabbit’s book. If variety is the spice of life, then she seems to have it made. That’s why, after graduating from the University of Chichester in 2013, I made a conscious choice (if I repeat this enough it becomes the truth) to try different roles in order to find where I belong.
Having a dance background and being a natural performer, the search proved tricky. I struggled to find a role in where I could express my personality and natural creativity without defaulting to children’s party entertainer.
For 5 years, I managed to stick to the plan I’d set myself. But with many jobs, came many offices. I seemed to always find myself working in office management – an integral cog in any successful company – but a job that didn’t provide the varied and creative opportunities I craved. Sure, I loved meeting the clients and observing the unbelievable work my team had produced – I just wanted it to be my work.
Then, earlier this year, I ended up stumbling across a job spec for an Account Exec. role at Cake. Have you ever read a job description before and felt like bursting into tears because it’s like you wrote it for yourself? FIND THAT SPEC!
It detailed a love for sports and entertainment, offering the opportunity to work at events such as Wembley, Glastonbury and the Baftas – in short, someone who wanted to be involved in crafting experiences for clients and consumers, from start to finish.
Flash forward three months and you can find me in that very role, elated to be writing this piece having passed my probation just moments ago!
And, I am very glad to say, the spec really did live up to the hype. So far, I have worked on EE, Campo Viejo, Brancott, Gaviscon, OVO Tour of Britain, WANDA and NBA to name a few.
Who knew that you could get so much joy from choosing an apron manufacturer, getting the artwork made and signed off, printed and then seeing them worn at a live event? To some this may seem like a small task, but I have learned that – when it comes to the world of experiential event marketing – it’s all about the detail. Those are the little touches that take a consumer’s experience from ‘good’ to ‘outstanding’.
Observing so many talented creatives come together on a brainstorming session for the first time was genuinely electric for me. Seeing the idea come to life, real life, not just on a screen, or an ad on social media, but an immersive journey in which consumers connected or reconnected with a brand is like magic.
So, as before, I find I am still that integral cog. Only this time, I feel like an integral cog in a company which I simply cannot wait to grow within and learn more from, and a company which I am proud to be part of.
Rosie Lutt, Experiential Marketing Exec.
To see more of our work with in experiential marketing and events, see Our Work.