Power 100 Next Generation: Anna Maguire, senior digital marketing manager, EE

Marketing, in association with Engine, profiles 30 of the brightest and best young marketers in the UK today.

Work beyond years and peers When at Orange, she spearheaded the brand’s music-led volunteer initiative RockCorps, which really helped the network re-engage with its crucial youth market. ‘It also forced us to rethink the role of CSR in marketing and achieved something genuinely worthwhile in the process’. Now, she’s working on the launch of new brand EE.

Brand passion ‘I spent a week in a field prepping for Glastonbury, before the toilets were properly plumbed in. That’s commitment.’

Marketing trend to watch ‘Branded content, particularly video.’

More on launching EE ‘It's been incredibly exciting, challenging and disorientating at times; trying to deliver something completely new and unknown in the market. This kind of opportunity doesn’t come along very often.’

Best career advice ‘It's nice to be important but it's important to be nice.’

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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