CLOSE-UP: CLIENT OF THE WEEK; Whirlwind lifts Bravo’s image
By KAREN YATES, campaignlive.co.uk, Friday, 29 November 1996 12:00AM
Karen Yates gets a couple of minutes with Flextech’s energetic marketing head
Karen Yates gets a couple of minutes with Flextech’s energetic marketing
‘I shouldn’t be saying this in print,’ Jane Norris confides, in between
hurried meetings and with a cab waiting at the door, ‘but I do like
pressure. I love being given something that’s nearly impossible and
making it happen.’
Quite what that says for Flextech, where Norris is the head of marketing
for Bravo, TCC and the Parliamentary Channel, isn’t clear. But the
whirlwind otherwise known as Norris loves working for the US-owned cable
She says the tone was set right from day one, when she was hired to
launch the women’s lifestyle channel, UK Living, in only six weeks. With
mainly retail buying and marketing experience behind her, Norris said
‘what the hell’ and dived in.
‘It was the most enjoyable job I ever had,’ she recalls, wistful for
those madcap days when a station had to be positioned, marketed and
launched all at the same time.
What is happening to her new ‘baby’, Bravo, she says, is less daunting.
Norris has sorted out its new direction (more edgy and bizarre, she
calls it), and last week appointed WCRS to help take the new Bravo out
to the British public (Campaign, 22 November).
Norris’s introduction to marketing was through Boots, the high street
chain she joined as a trainee buyer, fresh from a childhood and
education in Northern Ireland. Despite starting at the bottom, it was
not long before she became the first woman at the company to be
responsible for brown goods, or video and audio equipment.
Talk to Norris about her seven years at Boots and she will recall with
glee of how things were constantly changing. Her most enjoyable time, in
fact, was a project to launch the retailer’s standalone photocentres.
So when the Nottingham-based chemist shut its London offices, Norris
decided that rather than move to the East Midlands, she would try her
hand at marketing consultancy.
However, consultancy had its own frustrations, particularly that she
could never roll up her sleeves and get stuck in, an experience she
never lacks at Bravo.
This article was first published on campaignlive.co.uk
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