Meredith O’Shaughnessy is the founding father of experiential advertising and marketing company, the Meredith Collective.
We caught up along with her to speak in regards to the path to success, her targets for the long run, and why she believes getting out of your consolation zone is the important thing to being inventive.
Please describe your job: What do you do?
Meredith O’Shaughnessy: Ostensibly I’m a inventive model strategist and founding father of the Meredith Collective – an encompassing company bringing collectively the often-disparate parts of selling, PR, and experiential. What meaning in actuality is that I put on many alternative hats!
In the future I’ll be embedded with a consumer consulting on model positioning, the subsequent main a inventive workshop with a PR staff. All whereas bringing inventive imaginative and prescient to life by means of the design and supply of experiential advertising and marketing campaigns.
My enterprise has grown from roots in occasion design, construct and administration to inventive consultancy the place my expertise will be parachuted in to assist drive technique ahead by means of daring experience-led concepts.
For the final 5 years I’ve additionally happy my candy tooth heading up Ohlala the place we create handmade, luxurious macarons and design scrumptious experiences for manufacturers and followers.
Whereabouts do you sit inside the organisation? Who do you report back to?
Meredith O’Shaughnessy: I lead a crack squad of execs with experience throughout the advertising and marketing, experiential and PR combine to ship campaigns for shoppers throughout luxurious, retail, expertise and vogue for instance, Whirlpool, Kitchenaid, Marriott, Manolo Blahnik, Bang & Olufsen and Microsoft.
As a advisor, within the strictest sense I report back to my shoppers in fact! Nonetheless, it’s their followers, the customers who have interaction with campaigns and experiences that in the end resolve the success of any mission and it’s the viewers who’re at all times entrance of my thoughts.
What sort of expertise do you should be efficient in your function?
Meredith O’Shaughnessy: Firstly – fearlessness!
At its core, advertising and marketing is about creating emotional responses. Experiences are confirmed to be the best device in reaching lasting emotional engagement and tright here’s now a robust motion in direction of manufacturers proudly owning a ‘share of expertise’ over and above ‘share of voice’.
After all, emotional responses are achieved by means of shock and delight. Which means embracing daring, modern and stunning methods. I push manufacturers’ boundaries and problem them to be bold of their use of emotionally pushed experiential – positioning and proving the price of that problem takes a specific amount of fearlessness!
Bravery has been elementary to the event of my enterprise, for instance in my early days I self-funded experiential occasions direct to customers which meant I actually demonstrated inventive credentials alongside enterprise acumen, and proved the price of taking a danger. By self-funding experiences and bringing manufacturers on board as success was confirmed, I used to be capable of acquire belief, display ROI and influence and developed a repute for recognizing the zeitgeist. For instance, I launched the world’s first Avocado popup restaurant simply because the avocado-craze wave broke – a danger that was confirmed to be price taking!
I’ve developed a capability to identify developments on the up and that comes from being a cultural sponge! I try to discover inspiration throughout sectors, disciplines and geographies – for instance, this summer time I traveled to Japan to study how they’re embracing experiential artwork. It’s a talent to derive significant inspiration from outdoors your bubble and know the best way to translate it into actionable technique.
Inform us a few typical working day…
Meredith O’Shaughnessy: With out wishing to show to cliché, I actually don’t have a typical working day! I’m not positive I might survive a 9-5 routine and may’t operate glued to a laptop computer. Most of my time is spent with individuals – assembly shoppers, operating workshops, supervising an experiential construct, briefing or sourcing suppliers, visiting venues, talking at occasions or turning concepts over with different creatives.
Nonetheless, I additionally carve out day out to present house for concepts to brew, I really like visiting new experiences. if I see something thrilling occurring in Time Out or hear of one thing I have to go to I’ll get myself a ticket and immerse myself into it. I see it as analysis, so a morning visiting an artwork gallery remains to be work for me (work I really like).
The one fixed characteristic of my working day is Phoebe, my Cavalier King Charles Spaniel who accompanies me from assembly to occasion with consummate professionalism and unerring endurance.
What do you’re keen on about your job? What sucks?
Meredith O’Shaughnessy: I really like the liberty I’ve to discover new concepts and convey a few of my seemingly loopy concepts to life, seeing the reactions and feelings an expertise can deliver up. My ardour is about making individuals really feel one thing.
Having the ability to anchor emotion to a model in by means of expertise is actually highly effective and I really like that the manufacturers I work with are daring and courageous sufficient to transcend the norm. I’ve discovered myself on a mission to show the price of inventive experiential and elevate it to its rightful place as a basis of impactful technique. I really like delivering the proof of the pudding and rewarding that bravery.
What sucks is that so many manufacturers are trotting out the identical outdated tropes, recycling concepts and claiming innovation the place there’s none. We’re more and more getting to some extent the place if manufacturers don’t take dangers, they’ll be left behind.
What sort of targets do you might have? What are probably the most helpful metrics and KPIs for measuring success?
Meredith O’Shaughnessy: My targets are consistently shifting, they principally revolve round working with individuals I like and creating work I consider in. I feel having very outlined measures of success can result in you dropping the larger image. Do you benefit from the work you do? Does it delight you? Does it delight others? Failure for me is boredom. All the pieces else is success.
What are your favorite instruments that will help you to get the job achieved?
Meredith O’Shaughnessy: Underpinning nice concepts you want the instruments to really deliver them to life. An concept with out supply is simply one thing that lives in your head. Considered one of my biggest challenges has been studying the best way to systemise components of my life in order that it frees me as much as do the extra thrilling stuff. I really like Asana – the mission administration device and we use Dropbox Paper loads to share initiatives in a very easy means with shoppers. I’m at all times making an attempt to simplify issues. If an app or program is simply too difficult individuals simply gained’t use it.
How did you find yourself founding The Meredith Collective, and the place may you go from right here?
Meredith O’Shaughnessy: My profession path hasn’t been typical. Having studied engineering, I realised my ardour for inventive downside fixing was centred on individuals quite than physics!
I dropped out of my engineering diploma as a result of I began working within the heady world of nightclubs. I travelled the world and taken care of a number of the world’s most well-known celebrities. That’s what taught me what individuals need – but in addition meant I didn’t have the conventional restrictions and limitations about what was the “acceptable” factor to do
I noticed the distinction between stale company occasions and the experiences individuals had been having outdoors of labor that made an influence. I couldn’t perceive why manufacturers had been utilizing drained codecs to speak messages that had been rapidly forgotten.
That drove me to arrange an occasions enterprise that noticed me working with the Russian House Federation and British Council to unveil a statue of Yuri Gagarin, broadcasting stay to Russian cosmonauts on the house station! After this success I approached Manolo Blahnik to launch its second retailer, culminating in two large-scale campaigns with Vogue. Thirsty to experiment I created a 21-night Nordic Yulefest, operating for 3 Christmases, bringing premium manufacturers corresponding to Finlandia Vodka and Working Title Movies, on board because it grew. The world’s first Avocado pop-up restaurant adopted, alongside large-scale experiential campaigns for Whirlpool, Campari and Bang & Olufsen.
Having delivered a move of headline experientials the Night Customary named me ‘Queen of Popups’ and whereas I really like this nickname, I’ve advanced with the expertise I’ve gained.
Now with the Meredith Collective my providing has progressed, providing inventive advertising and marketing consultancy, most not too long ago for Marriott, Nyetimber and California Walnuts – from model id, inventive ideation to built-in expertise methods.
Which campaigns have impressed you recently?
Meredith O’Shaughnessy: I beloved the Anya Hindmarsh Postal Maze – such an excellent instance of a model taking an opportunity and in flip utilizing an expertise to forge an id. As a smaller equipment model they don’t have the price range to placed on a vogue present however by creating bi-annual expertise tied to their assortment they create an area to please individuals, converse with their patrons and win new clients while letting individuals into the guts of who they’re.
Do you might have any recommendation for brand spanking new entrepreneurs?
Meredith O’Shaughnessy: Creativity doesn’t simply occur; it takes work and lifelong studying to provide you with new concepts. I’m grateful that I’ve the house to discover inspiration. I’d encourage them to be courageous and wherever they will take themselves out of their consolation zone. Whether or not that’s by listening to new music, travelling to new locations or simply hanging up conversations with individuals they wouldn’t often – it’s all about immersing your self in experiences which offer you a distinct perspective
The UK is a swimming with inventive talent and younger, spectacular expertise. As we journey the waves of present political turmoil, I’m assured that our inventive industries will proceed to be a beacon of the success British enterprise.
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