Meet Kate Scally, Waitrose

Kate Scally is manager, marketing communications, at Waitrose

Kate Scally is manager, marketing communications, at Waitrose
Kate Scally is manager, marketing communications, at Waitrose

Brand controlled?
Waitrose.

What are your main priorities over the next 12 months?
To provide a truly integrated approach to customer communications and to test and learn the opportunities open to us in connecting with customers.

Agencies used?
Manning Gottlieb OMD, Miles Calcraft Briginshaw Duffy, John Brown Group, Kitcatt Nohr Alexander Shaw and Grand Union.

What are the main criteria you use when selecting an agency?
Ability to understand our business, to challenge long-held assumptions, and the ability to develop relationships.

Any advice to agencies pitching for business with new clients?
Always have some of the people in the room who will work on the business.

What has been your most enjoyable/successful campaign?
Our Christmas campaign appealed to both hearts and minds, with a mixture of product and poignancy.

Supermarkets are one of the few retail sectors to buck the general malaise in Q4, how important will marketing be in securing Waitrose's share in 2009?
Marketing will play an even more important role in achieving our growth objectives for 2009, both in terms of reinforcing our brand proposition, as well as driving footfall as we open new branches. New opportunities are opening to us in how we deliver our messages to our intended audiences and we will continue to explore a number of test initiatives this year.

How has your career background prepared you for your current role?
My background was initially in the publishing sector, which requires you to think creatively and intuitively, as well as applying the rigour and analysis that you have to make it work.

Which medium can't you live without?
The internet. There are so many new possibilities for us to talk to existing audiences and tap into new ones.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email