CLOSE-UP: CLIENT OF THE WEEK - How a Simple creed was born. Shelley Law helped form a manifesto for the skincare brand. Emma Hall reports

’It was an emotional rollercoaster getting there,’ Shelley Law, Smith & Nephew’s marketing controller, says of Simple’s pounds 1 million ad campaign by Rainey Kelly Campbell Roalfe, which broke last week (Campaign, 27 March).

’It was an emotional rollercoaster getting there,’ Shelley Law,

Smith & Nephew’s marketing controller, says of Simple’s pounds 1 million

ad campaign by Rainey Kelly Campbell Roalfe, which broke last week

(Campaign, 27 March).



’The agency was concerned with creative integrity and emotional input,

and the client was interested in a pragmatic approach and the bottom

line.’ But they worked through these difficulties. ’Early on we agreed

on the basic idea, so there was always a tangible element to go back

to.’



A Simple manifesto was developed, built around the decree: ’Skincare

doesn’t have to be complicated.’ The ad shows young women enjoying a

Simple skincare demonstration, although the brand’s target market

embraces women from 16 to 44.



Law worked through the difficulties of the new Simple positioning with

Rainey Kelly, and she has also succeeded in overcoming a few setbacks in

her career.



Things were going well when Law graduated in banking and finance from

Loughborough University. She had the luxury of turning down eight job

offers to accept a graduate trainee position at Marks & Spencer. But

this was 1985, the year M&S decided against employing graduate trainees,

and Law’s career start was snatched away. She won a place on the Burton

Group’s scheme, although the salary was half that offered by M&S.



Law spent three years at Burton, then a year as assistant brand manager

for Heinz Weight Watchers, before moving to the Midlands as a brand

manager for Cadbury in 1990. When the company disbanded its new product

development unit she was made redundant but quickly found a job at

Allied Maples, which was promptly taken over and relocated to Derby.



With a husband and a daughter (the first of two) to consider, Law took a

job as a senior brand manager on Lil-lets at the Birmingham-based Smith

& Nephew, where she has stayed for five years. ’It is good to get

comfortable with the systems and organisation of a company because it

releases the time for me to use my skills.’



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