In this week’s ’10 minutes with’ interview, MediaCom’s Jotie Huggins talks about brilliant brand responses to England’s victory in this summer’s Euros, the importance of self-belief and which iconic television institution she would choose to cover as a journalist for a day…
How did you get into the advertising industry?
I studied advertising and marketing at university and absolutely loved it, especially the advertising side of things. After university, I got my first job at a big media agency enrolling in their graduate scheme.
Since then, I have joined MediaCom, working across various clients from different sectors and establishing my role as a successful comms planner.
What is your proudest career highlight?
Not long after joining MCM, I was nominated for the WACL Female Talent awards. To be recognised as an emerging female leader was extremely motivating and showcases the support females have in the industry.
What ad campaign or person do you admire most? (Other than your own campaigns!)
Not an individual campaign, but I love Aldi’s marketing on social media. They continue to change perceptions of their brand, appealing to a wide audience by using relatable humour to cut through in a cluttered market.
They are proactive in their approach towards other brands and their comical responses often gain huge amounts of organic reach. Their #FreeCuthbert campaign was absolutely brilliant, and I’m sure gave a lot of people a reason to smile when times were tough.
Best piece of advice you’ve received.
Believe in yourself. Trust your instincts and have confidence in your ability.
Why does advertising matter?
Every brand has the chance to tell its own story and differentiate itself from its competitors. It is important as advertisers we get it right to appeal and grow our brands.
With consumers becoming harder to reach and the media landscape changing rapidly, brands must adapt to ensure they are being more relevant, inclusive and relatable to cut through.
What’s your favourite ad campaign featured in news brands?
We saw so many brands show their support for the England Lionesses who recently won the Euros which was just incredible. Nike in particular stood out with their Metro cover wrap that featured its swoosh and the word “Home” replacing “Nike” on the front and the names of the squad on the back.
This is a brilliant example of not only a brand being reactive and culturally relevant, but also using the scale of print to boost the popularity and grow awareness of the sport.
You’re a journalist for a day: what would you cover?
I would love to cover the upcoming relaunch of Big Brother, being the first to know all about the new changes and juicy details. It will be interesting to see how ITV use their ‘Love Island winning formula’ on an already established show and how it performs against its previous commercial stations.
I would also love to be one of the first to know who the new host is going to be!
How does journalism matter to you?
For me journalism is about allowing everyone a voice and a platform. It is an important communication tool to the public and is key in exposing injustice and raising awareness of key issues.
Many of us rely on different journalists reporting to inform our opinions and fuel conversation and debate.
Who or what is your biggest inspiration?
Successful leaders in the industry who take the time to not only develop themselves as leaders but develop those around them.
After seven years in the industry, I have been fortunate enough to work with several seniors who have been my biggest cheerleaders and who, without their support, I would not be in my position today.
Who are your fantasy dinner party guests?
Adele would be first on the list to have a good old gossip with, James Cordon to provide the entertainment and Mary Berry to cook and keep everyone in order.
How do you switch off from work?
I love spending time with family and friends. After lockdown, I got back into board games and have loved re-living my childhood and getting competitive!
If you weren’t in the advertising industry, you would be…?
A chef – I would love to do cooking masterclasses and who knows, one day I might have made it onto MasterChef. I love experimenting with new dishes and really enjoy taking time to cook something new with a nice glass/bottle of wine!
Gym or gin?
Gym? I heard gin!