Effectiveness Week: How Data and Insight Make Advertising Work - Edinburgh
Nicci is Head of Planning at The Union, where she works with talented and industrious folk who inspire her to keep thinking and doing better. She has worked in London, Vienna and Melbourne with creative, media and digital agencies. Former clients include Heinz, Cadbury and General Motors. Other previous roles included media strategist, German teacher, crisis line counsellor and journalist.
At The Union, Nicci manages insight generation and strategy projects for clients such as The Scottish Government, Sterling Furniture and Choose a Challenge. Finding out what makes people tick and behavioral economics are her work passions, along with establishing an evidence base for strategies and delivering results. Nicci has grown the Union Planning team, trialled new technologies, introduced new services, delivered objectives, trained client teams and supported colleagues with their personal development.
She is an eternal student and lifelong geek, with degrees from both Cambridge and Charles Sturt universities in Modern Languages, Social & Political Sciences and Psychology. Nicci is also devoted to the consumption and creation of great cake and is a bit nerdy about 3D printing. In Melbourne, Nicci used a 3D printed widget (from her handbag) to inspire a competition to have your head 3D printed as a cup. Strange but true. It reached 3.5 million users on a $10K budget, and made it into the hallowed pages of the Mail Online.
Pauline joined the Scottish Government Marketing Unit in 2009 and was Head of Greener Marketing for nearly 7 years, delivering social marketing campaigns to help Scotland to reach its Climate Change targets.
In 2016 Pauline established the Strategy and Insight Team to provide strategic direction and clear, actionable, insight to develop the most effective Scottish Government communications for audiences, saying and doing the right things, in the right way and at the right time, maximising reach, impact, efficacy and return on investment.
As Head of Strategy & Insight, Pauline has most recently led the development of a new parental audience social marketing strategy and Scottish Government’s first unified comms plan.
Pauline also spent many years working in Scottish advertising agencies with brands such as Baxters, Miller Homes, Heineken and a number of public sector clients including Road Safety Scotland and Historic Scotland. Her passion has always been influencing behaviours for the greater social good and at the Scottish Government she has had the opportunity to work towards helping to improve lives.
Iain Noakes, Chief Customer Journey Officer at The Economist, is responsible for optimising the customer journey across all channels and touchpoints on the path to subscription. Iain's team compliments existing deep functional expertise by joining the dots on the customer journey to drive incremental return from our marketing investment by:
• Delivering a connected customer experience driven by deeper audience insight• Linking up our technology across the customer journey to the moments that matter• Enabling even smarter and more efficient acquisition of lucrative subscribers who are more likely to stick with us• And wherever possible automating the output from our attribution platform directly into our media bidding platforms
Prior to his time at The Economist Iain spent many years working in planning and insight roles for a number of agencies including RAPP, DraftFCB and Wunderman.
Shazia Ginia is the current Head of business development at Neuro-insight, a market research agency that uses neuro-science to deliver actionable insights, by measuring second brain responses to brand communication. Shazia’s background is in research & insight. Prior to working at Neuro-Insight, she worked across the luxury fragrance and skin care brands at P&G after which she created and led the insight function at ghd. Shazia has a passion for truly actionable insights and the story told through data.
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