All in, all together news and opinion

10 questions with…Dan Locke

Every week, we talk to a member of Team Nation to find out how they are bringing this “All in, all together” ad campaign to life. This week 10 questions with…meets ESI Media’s chief agency strategy officer Dan Locke.

 1. To me, the rainbow symbolises

A brighter future. The combined effort of us all will pave the way for positive things to come.

 2. What is your role at Team Nation?

I work in the campaign strategy and planning team. Team Nation has become an extremely slick operation, ensuring briefs are informed with insight and content is laser targeted to deliver on objectives, all delivered expertly in a short space of time. My role is to help highlight priorities on an ongoing basis, provide insight that stimulates effective content ideas and ensure our partnership and branded content efforts are additive.

 3. Have you ever worked on an advertising campaign of this scale before?

During the London 2012 Olympics, I worked in OOH, which proved to be an extremely busy and productive time. But, nothing compares to the scale, collaboration and combined effort that this campaign has required.

 4. What is it like working on a cross-industry team?

From the very first meeting you could feel the strong energy, creativity and experience emanating from the team, this was equally matched with the open, honest and collaborative nature of the people involved. The drive to deliver the best possible outcomes for the campaign has not waivered throughout and everyone has put the best of themselves into this.

 5. What has been the highlight so far? 

Seeing cover wraps in the windows of people’s houses when I am out walking the dog.

 6. And any challenges you can share? 

The pace and immediacy of the campaign is extremely fast, but we are used to working to very tight deadlines in news brands.

 7. Think of three words that come to mind when you think of the campaign?

Important, impactful, influential

 8. What have you learnt?

That it is people that make the world go round

 9. What can we expect to see next? 

More impact, more creativity and more influence 

10. Finish this sentence…

All in, all together for the young and the old, my gran is 99 this year and I’m desperate to see her.


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