We sat down with Clemmie Marcel, Associate Director at OMD UK, to hear more about her role at the agency and her experience of our brilliant License to Switch programme.
Hi Clemmie – good to see you. Please can you explain a bit about your role and what you are responsible for?
Thanks for taking the time to speak to me! I’ve always wanted my name up in lights on the OMD UK blog…
I currently work as an Associate Director in the comms planning team on Boots and Carlsberg – two brilliant clients. I am responsible for campaign planning and client management across No7, Boots seasonal campaigns and Somersby Cider. To do this, I use a lot of industry and agency tools to analyse the audience, scenario plan and optimise our channel planning to make sure as many people as possible see our advertising.
A little birdy tells me you recently spent time with another team – how did this come about?
One day I opened up my inbox and saw an email with the subject line – License to Switch. I was instantly intrigued. Boots love to see the rigour behind our media planning which is why we harness the skills of our XMP team wherever possible. So, I thought it would be a great opportunity to upskill myself and bring some XMP magic back to our planning team making us all more self sufficient and able to deliver more of what the client wants regularly and save XMP’s time.
The experience was incredible! Apart from getting to work with a range of other awesome people in the agency, I was working on live briefs so I could see first-hand how the XMP team approach them, the tools they use and how they pulled this into a full recommendation.
Actually doing some of the leg work on this meant I became far more familiar with the capabilities of the agency tools we have and understand how best to use them to tell a story.
What were the most important things you learned?
I learnt so much! But if I had to pick out one thing, I’d say how to approach optimised channel planning using Techedge, Mediaplanner and Comscore to ensure we have a plan that delivers optimum reach against our target audience in the most cost-efficient manner.
Do you think this is something that will help develop you in your media career?
Absolutely. It’s added rigour and depth to my channel planning work. I’ve also been able to run several workshop sessions to go over easily translatable learnings and tool inductions with my team which has enabled us to be upskilled and reduce some reliance on XMP for more simple requests going forward.