Madeleine Jacob speaks to industry professionals and former CMA award winners about their professional journey
Alice Straker – Senior Account Manager, CIB
Alice Straker won the Emerging Agency Star of the Year at the 2023 CMAs
How does it feel to be recognised as the Emerging Agency Star of the Year?
It feels fantastic! I was so thrilled to be nominated by my MD and so convinced I wouldn’t win that it was rather a shock to hear my name called out on the night. I tried to go into this experience thinking ‘the nomination is an achievement, so just be yourself and see what happens’. Winning made me realise that I should be really proud of what I have achieved over the last few years.
How do you approach crafting compelling narratives for brands?
In our sector, creating a compelling narrative is always about considering the bigger picture and taking a step back. What difference can the product or service make to the reader? I think it’s important to lean into the customer’s needs and pain points when you can – whether that’s their desire to increase productivity or reduce their impact on the environment.
Who or what inspires you in your career?
I’m inspired by my colleagues, especially my line manager Emma and my MD Catherine who have taught me everything I know. They’re always so cool, calm and collected in any situation. I’m also driven generally by a desire to make my family proud and a total fear to let anyone down – which can be unhelpful! But I think that drive is what keeps me conscientious.
Where do you feel the industry fails? What would you change about the industry if you could?
Not a failing as such, but I think the construction industry still struggles to convey its potential, both in terms of attracting new people into a trade and into areas like marketing. When I tell people I work in the construction sector they often respond with both surprise and indifference. But the construction industry is responsible for so much and there’s always a meaty hot topic to get your teeth into!
From a marketing perspective, and measurement of ROI – sometimes it can feel like brand awareness is increasingly overlooked particularly in recent years and the focus on digital and social results. I wish there was a way to track, magically, the number of people who make a purchase or specification weeks, months or even years after seeing a campaign. Alternatively, I would like there to be a broader understanding and respect for the work that marketing departments and agencies do, and how it can contribute in a way that isn’t always measurable.
What are your thoughts on the role of social media and digital marketing?
Social media and digital marketing have a big role to play, especially when it comes to reaching younger audiences; but I think it’s important to cover all bases and only use it as part of a wider strategy. There’s still a good proportion of the sector who prefer to pick up a print mag, take product recommendations by word of mouth and generally do things the old-fashioned way, and it’s important to make sure you’re hitting those people too.
How do you feel technology is going to change the way you work in the future?
AI is also obviously a hot topic and it’s something our clients have been looking to utilise more and more; but I don’t think it’s going to take the place of a good copywriter. We’ve been approached by several clients to ‘optimise’ and rework AI generated content. Ultimately, I don’t think you can beat a knowledgeable PR team that understands what makes their client tick and the personality of a brand or company.
