You need a little bit of defiance in your life every now and again. It's the reason Andrew Last, client services director at Earnest, got in marketing in the first place. He's one of the long list of talented and thought-provoking people speaking at Integrated Live this year.
I put our quickfire questions to him in order to find out a bit more about his journey.
What area of marketing do you specialise in?
We're an independent, integrated, creative and strategic agency specialising in B2B communications. In fact, our mission is to 'chase out the humdrum in B2B marketing'.
How long have you been with the company?
Five and a half years. But it feels like half of that. They do say that time flies...
How long have you been in marketing?
Why do you do what you do?
My mum wanted me to be a lawyer. I didn't.
Which marketing platform do you use the most?
Hubspot. We're a gold partner and use it ourselves. But we're not tied to any platform.
If you could only use one marketing platform for the rest of your life, what would it be?
Wow, that's the first time I've been asked that. It sounds a bit like a Blind Date question gone wrong!
I'd say Adobe Marketing Cloud because it's smart, adaptable and convenient (Adobe also happen to be based opposite the Earnest offices). But seriously, I don't think you should be tied to a single platform for life. The beauty of today's technology is that it allows you to be agile and flexible in your approach.
What is your favourite thing about marketing?
It's exciting, innovative, game-changing, fun, thought-provoking, bold, daring and constantly evolving (unlike the law).
Is content still king?
I've never thought that content is king. Creativity is. Content is creativity's queen. Or maybe prince. Technology is probably the Joker.
In a sentence, what's your presentation about?
Advice for businesses looking to segment and communicate better with SMEs - based on new academic research and practical experience (plus a fair amount of Googling).
You can find Andrew's presentation on communicating with SMEs in the Innovation & Insight Theatre at 4pm at Integrated Live on 17 November, but you'll have to register for your free ticket first:
By Jonathan Davies, editor, Digital Marketing Magazine
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