Join In is a not-for-profit organisation, so it doesn’t have the hefty marketing budgets of many of the other brands represented in this list, yet that only incentivises this enthusiastic, self-starting marketer to be even more ambitious and creative with her ideas.
However, Vidal’s differentiating strength actually lies in her ability to set a strategy and then doggedly deliver it in a hugely efficient, methodical and organised way. She is, without doubt, a very safe pair of hands.
Her energy and resourcefulness are two of the major reasons why the charity’s tie-up with ITV has been so successful. In one campaign, she secured ex-England and Premiership footballer Ian Wright as the front man for an ad called ‘Local heroes’, which aired during the FIFA World Cup. In another, ‘Tour de ITV’, which had a Tour de France theme, she organised a 60-mile celeb-rity bike ride from Emmerdale’s Woolpack pub over the Pennines to Coronation Street’s Rovers Return Inn.
After all, when you’re planning and delivering campaigns you need to work with all sorts of people and bring them all to one point. I like to be very communicative and get the right people involved at the right time. And I like to ensure everyone is aware of what is going on."
I’ve always been taught that if you don’t need to be in the office, don’t overwork yourself, but take advantage of that time instead. It’s probably more of a young-person’s mindset
She predicts that communication skills will only become more important in marketing as the content agenda takes centre stage. She’s making sure she’s prepared: "I’ve had writing lessons internally to learn more about things like tone, word choice and under-standing a consistent brand voice. Marketers need to get the messages right."
Vidal is a hard-working marketer, driven by the fact she’s working for a cause she believes in, and has enviable time-management skills.
Perhaps because of this, she doesn’t find herself regularly working long hours; in fact, she believes that the UK’s work culture is changing and doesn’t feel the need to practise presenteeism to impress her superiors.
"I’ve always been taught that if you don’t need to
be in the office, don’t overwork yourself, but take advantage of that time instead.
It’s probably more of a young-person’s mindset, because office hours are becoming more flexible and managers are becoming more trusting of staff to manage their own time."
"There’s no meeting Kate goes into where she’s not prepared. From 8.30am, she’s on it. Her ability to organise, plan and sell-in integrated campaigns is second to none.
Kate is hugely dedicated and always looking to further her knowledge and experience. She is an absolute star to work alongside and is going to achieve great things in the future.
She’s used to scraping and making every asset work as hard as possible. As soon as she gets a budget, she will be able to do amazing things, because it would just add to all that value."