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Scotland Effectiveness Forum


Claire Wood (Forum Chair) - Associate Planner at The Leith Agency

Claire has worked in advertising in Scotland for 21 years, initially as an account handler. She moved into planning twelve years ago. At Leith, she works with the Scottish Government, Network Rail, Drinkaware and Scottish Power amongst others.She's an experienced qualitative moderator and rarely so happy as when she's trying to work out why people don't recycle food waste (they're worried about rats) or try to cut down on their alcohol intake.She knows prizes are less important than doing the best job she can for her clients but is nonetheless pretty pleased to have won awards from the Marketing Society Scotland, the Financial Services Forum, from Prince Michael of Kent and from the IPA.Her proudest achievements are her two Marketing Planning Star Awards for the Scottish Government Kids in the Car and Child Sexual Exploitation campaigns.She loves working with a team of experts to nudge people towards making better choices.Former IPA Chairman in Scotland, she's now busy puzzling over how best the IPA can champion advertising activity that works.

Maria Rytkoen - Senior Account Director at Story UK

Maria is Senior Account Director at Story UK with over 12 years agency experience. She has worked on a wide range of public and private sector brands, including The Scottish Government, Tennent's Lager, ScottishPower, Highland Spring, Lloyds TSB, VisitScotland, National Museums Scotland and NHS. She is passionate about creating outstanding campaigns that work – marrying creativity with robust processes via insight gathering, briefing and evaluation to ensure effectiveness.

Caitlin Mackie - Senior Planner at the Leith Agency

Caitlin has over a decade of agency experience in South Africa and the UK. She spent the early part of her career specialising in SEO, producing content marketing campaigns for clients that included TUI, Tesco and Ticketmaster. In 2013, she moved to Equator, where she transitioned into digital planning, focusing on website and UX planning, alongside content and social strategy. At Leith, Caitlin brings a sharp technical eye to accounts that include AG Barr, RBS and Scottish Power. A creative thinker and habitual devil’s advocate, Caitlin believes that world-class planning, no matter what medium you’re working in, is always grounded in strong insight.
Last updated 15/02/2018

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