Meet Caroline Karlstromer, Aquafresh UK

Marketing director for Aquafresh UK.

Caroline Karlstromer, Aquafresh UK
Caroline Karlstromer, Aquafresh UK

Brand controlled?
Aquafresh for GlaxoSmithKline.

Media agencies used?

What are the big media issues?
The media market is moving so fast, the main challenge is keeping on top of everything to make the right decisions for the brand. Every channel is changing, with new opportunities arising, but we need to be smarter about where and how we invest.

What are the main criteria you use when selecting an agency?
It's all about the partnership. The days of using a media agency solely to get economies of scale are long gone. In the new era, we work together as business partners in the quest for excellent communication for our brands. The same goes for our creative agencies. It is one big team with the same long-term objectives.

What role does procurement play?
Procurement is an excellent internal partner that helps our marketing teams spend in the right place. It is, for instance, difficult to know exactly what the cost of a production team should be in a foreign country or if it is worth taking out weather insurance.

How has your career background prepared you for your current role?
I started my career at Unilever, where I spent almost seven years in various roles. Unilever schooled me in consumer understanding, communication and brand management. My first role at GSK was as marketing manager for oral care in central and eastern Europe. It was a really interesting time, with the markets booming. It was all about placing your bets in the right place at the right time. In today's challenging UK market, real consumer connections are perhaps even more important, as the market is harder to grow.

Which medium can't you live without - professionally and personally?
The net. What did people do before?

Best thing about working in media?
The pace and vibrancy. I learn new things every day.

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