Emily’s first job was driving a Red Bull car with a can on the back and from here she fell in love with the world of marketing and decided to finish her Sports Science degree and add a Masters in Marketing and Management. Upon completion, she held a range of roles at Red Bull culminating in leading the launch of Red Bull Cola. Red Bull had enjoyed phenomenal success, but this was an all-together different battleground, competing with the world’s most well known brand.
Emily left Red Bull and decided that after a decade in working in fizzy, sugary drinks, she needed to broaden her experience out of FMCG. She jumped agency side to understand how to market cars, mobile phones and chocolate. The next place she’d call home was Fallon, a small but globally renowned creative advertising agency, responsible for some of the biggest campaigns of the decade including, Sony Balls, Sony Paint and the Cadburys Gorilla.
Emily embarked on an MBA with the Berlin School of Creative Leadership graduating recently in July after completing her Masters Thesis on the demographics of the UK advertising industry. Her thesis went from looking at gender in advertising to see if women were indeed unfairly represented in the creative department, to trying to understand where ideas come from in an agency. She questioned that if women dominate in planning and account management and these departments are seen as contributing to the creative idea, does it matter that they aren’t fairly represented in the creative department? Are they just being creative in an environment that is more suited to them? Ones that aren’t dominate by risk and where homophily isn’t rife? Controversially the thesis went on to discuss if the Creative Departments are the only creative ones and why is creativity is being democratized across the agency.