Power 100 Next Generation: Lucy Needham, Windows marketing executive, UK, Microsoft

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

What the industry says ‘A keen eye for detail, strong project management skills, a clear and concise communication style and an inspiring understanding of social media and youth marketing. Her calm approach to crisis management is a rare quality, which makes working with her a joy.’

Work beyond years and peers The driving force behind the Windows UK student marketing campaign, prompting an increase in applications to be student ambassadors of more than 300% in 12 months and preference for Windows among students increased by more than 18% in six months.

Marketing trend to watch ‘The potential of the multi-screen: it allows brands to create more content and create deeper relationships with their customers with more interaction’

Advice to even-younger self ‘Networking. I don’t think that it can be stressed enough and I don’t think I have mastered the art of it. Yet.’

Brand passion ‘I never thought I would consider myself a techie, but I find myself talking to my mates about our new products and how they can help them.’

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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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