All in, all together news and opinion

10 questions with...Denise Turner

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 insight director Denise Turner.

 1. To me, the rainbow symbolises

A promise that things will get better, faith and confidence that there is a new tomorrow, even if we can’t yet see it. Whatever your beliefs it’s undeniable that the rainbow stands for hope - in the Bible it was a promise from God following the floods in Noah’s time, if you’re Irish it means a pot of gold somewhere.

 2. What is your role at Team Nation? 

I am Mrs. Research and Insight. Initially, I worked on developing a measurement framework for the planned campaign, ensuring that it dovetailed with the rest of the government activity. It was important we could demonstrate through research the contribution of the advertising partnership as part of the wider multi-media campaign. Since then, we have set up a bespoke community of people around the country to whom we chat to most days. The insights we glean are invaluable in helping us shape the upcoming branded content. And we have a weekly tracker, measuring the effect of the partnership, demonstrating how readers are connecting with the sponsored stories.

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

Before I joined Newsworks five years ago, I worked agency-side for many years. I worked on some big brands and campaigns – the launch of the National Lottery and BBC iPlayer are two memorable moments. But truthfully, nothing quite like this in terms of the pace, the number of people involved, and the ever-changing parameters. I love it!

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

It’s been amazing. From a standing start, we have built an incredibly cohesive team across the publishers, OmniGov and the Cabinet Office. This partnership is about connecting with people, and it feels to me that the team has been the exact embodiment of that.

 5. What has been the highlight so far?

My personal highlight was a point a few weeks in, when we had to demonstrate the effectiveness of the partnership to the highest levels in government. Thankfully we had the first set of results from the tracker which proved that we were delivering both an understanding from the British public about what was needed from them, and an intention to act accordingly.   

And of course, the sense of anticipation when each Thursday morning I present the latest tracking results to the core team.

6. And any challenges you can share?

On a professional level, some weeks we are working on several different pieces of research and insight. We might be asking people what they think about sending their kids back to school, while designing the upcoming survey, while collating the results from the previous content pieces. Big thanks to Sorcha Garduce in my team at Newsworks and Luke Hand from Mail Metro Media without whom I could not do what I do on this campaign.

On a personal level, halfway through the partnership, my mum died suddenly and unexpectedly, so I had to drop everything and head over to Ireland. I was absolutely blown away by how everyone stepped in to support me from across Team Nation, which was wonderful. At one point my house looked like either a florist, a card shop or both!

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

Telling human stories

 8. What have you learnt?

That anything is possible when you put your mind to it, that people work so much better when there is a common goal, and last but not least, that we have such incredible talent across our publishers and can add so much value.

 9. What can we expect to see next?

More amazing research and insight of course! We’re currently working on research from the latest iteration of the campaign around enjoying summer. As we come out of lockdown the need for insights as to how people are feeling and the need for guidance and support as they navigate uncertain times has never been greater.

 10. Finish this sentence…

All in, all together for a brighter future


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