Welcome back to our agency profile series. Over a fresh coffee, we’re sitting down with our best and brightest to understand more about what drives the creativity in our teams, and what their daily grind looks like.
Get to know Beth Nicholas, our experienced and versatile Account Director who champions collaborative and transparent ways of working, and the agency lead on campaign measurement.
How do you like to start your working day?
I always pour a cup of tea first – strong, no sugar. Then coffee.
What is your most memorable brand experience or campaign?
A career highlight was leading the consumer-facing experiential element of the Coors Light Ice Cave campaign back in the Jean-Claude Van Damme era. It provided an exciting production challenge (a below zero, tourable ‘Ice Cave’ built from containers and coated and carved to replicate the TV ad), as well as an opportunity to work closely with culture magazine Mixmag on a grassroots partnership.
It remains to be one of the most integrated campaigns I have had the pleasure of working on, incorporating ATL with social, digital, and PR but with the brand experience at the heart of the campaign.
Tell us more about your role
I oversee one of Cheerful Twentyfirst’s largest accounts across UK, EMEA, and the US. I strive to build two-way partnerships with clients based on transparency and trust and really enjoy working collaboratively to tackle business challenges.
Measuring the value and impact behind experiences is something I am really passionate about. I am working with our Strategy Director, Hannah Luffman, to develop tools of measurement behind campaign work, including what this looks like for a hybrid model in 2021.
What are you currently working on?
I’ve been very fortunate to take lead on a new piece of business right from the outset: an exciting, integrated campaign that will deliver a beauty-industry first. I am looking forward to building a new working relationship with our client and developing something extraordinary over the next few months.
Who would be your ideal mentor & why?
My ideal mentor is the organiser behind ‘the greatest show on Earth‘, Emily Eavis. I love that despite Glastonbury’s rapid growth, Emily has been able to keep true to the values and ethos of the festival, no doubt against mounting commercial pressures. A brilliant female lead actively working to improve sustainability and diversity in the industry. Plus, I think she would have some pretty great stories to share.
Tell us your mantra
Not so much a mantra, but I place a lot of value in curiosity and listening. We are fortunate to work in an industry full of incredibly talented people with very diverse skillsets. If I haven’t got the answer, I like to collect information from people who do, and listen and learn from them. I think a collaborative approach that pulls on thinking and knowledge from different sources will always get experience planners to a much more interesting and exciting place.