A coffee with Georgia Cross

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. 

This week we spoke to Georgia Cross, our recent Conference News 30 under Thirty 30 winner, about her enthusiasm for brand campaigns, where to go for 2021 communications strategy and of course, the secret behind her perfect coffee.

Tell us about your perfect morning brew
An oat flat white is a ridiculously good way to start the day.

What is your most memorable brand experience?
I love an ‘extended experience’ that generates hype and conversation. It’s the fundamentals of all campaign-based communications, where the lines between networking, gamification, and creative blur to deliver something outstanding. The virtual campaign work we have been delivering for Google this year has really set the bar. 

My most memorable brand experience comes from working with a radio network in Australia, where we developed a cat-and-mouse campaign to galvanise public interest in concert ticket sales. We built a fan-dedicated website for artist sightings, staged look-alikes in high traffic areas, and used Facebook Live to lead the audience on a week-long chase around the city.

Tell us more about your role
As the in-house PR & Campaign Manager at Cheerful Twentyfirst, I plan, execute, and deliver work that champions our business and our team.

I look after our general comms, coordinate all marketing content for business development and across our digital and PR channels, and develop wider campaign work to bolster our brand and turn a few eyes in our direction.

What are you currently working on? 
It’s been a huge year for us. We recently opened our New York office (read about it here) and there has already been a mammoth amount of interest in our creative services in the States. I’m buzzing about the US-centric campaign work in the pipeline, and what new opportunities will come from it. 

I am also in the midst of planning for the January iteration of our Brand Playbook session: exclusive insights into brand strategy and global trends affecting the communications landscape. I cannot stress enough how worthwhile these sessions are for event marketers and comms teams planning their 2021 campaigns. Please reach out if you’d like to reserve a place in the audience in advance!

Who would be your ideal mentor & why? 
British author and podcaster Pandora Sykes is brilliant. Her writing style is punchy, eloquent and considered: I’m a big fan of everything she puts out into the world and try to bring the same amount of energy to our brand work.

Tell us your mantra 
My ‘creative code’ comes back to asking more questions, throwing around concepts and road testing ideas to find the perfect balance. If I am not excited by it, why should anyone else be? To put it into a mantra: ‘back the ideas that give you butterflies’.

Keep a lookout for the next Cheerful Twentyfirst coffee date soon.

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