creativebrief: Why did you choose a career in marketing?

Ed Ross: I studied Business and Marketing Management at Oxford Brookes University that included a one-year placement in industry. I worked in the marketing department for a management consultancy called Celerant Consulting, and I think it really helped to contextualise all the theory I was learning at University. So at point of graduation, it felt like a natural move. 

What excited me was finding a career that would allow me to use both sides of my brain, the analytical business side but also the creative side.

Having worked with Agencies at Celerant it was something I decided I wanted to move into so started at EHS Brann and then on to Ogilvy and Mather and then adam & eve. Having worked on some amazing brands for Clients, I decided I wanted to pursue personal areas of passion and the lure of working for ITV across Sport was too exciting to ignore.

creativebrief: What do you think makes a successful career in marketing?

Ed Ross: From a personal point of view, I’ll let you know when I get there! But overall, I think people that cut through the marketing jargon and demonstrate the value of marketing, adding credibility with real data are most successful. I’d also say that those that listen most intently to their consumers and react to their wants and needs accordingly and who aren’t afraid to be decisive and make tough decisions.

creativebrief: And who is a great example of this?

Ed Ross: That’s a tough one to answer as I’ve been privileged to be a part of The Marketing Academy and gain access to some of the best marketing minds in the country. Google’s Sarah Speake was incredibly thought provoking.

But in terms of people I’ve worked with. From my Agency days, having John Lewis’s Craig Inglis as a Client showed me the importance of being decisive under pressure and never settling for second best. And of course from ITV, Rufus Radcliffe who has led an incredible rebrand and transformation.

creativebrief: What do you think are the main challenges facing marketers today?

Ed Ross: Everyone wants more bang for their buck. More is expected from smaller budgets. But that’s a trend that is indicative of the world we live in now and not just marketing. 

creativebrief: How do you keep up with constant stream of innovation in marketing comms?

Ed Ross: Being part of the Marketing Academy Alumni has given me access to a very powerful network of people who cover a wide range of industries and disciplines. But I think it’s impossible to stay across every single development, you can only filter so much information, so you need to be selective, for me Twitter is a really helpful way to do this.

creativebrief: How does this impact your relationship with agencies?

Ed Ross: Hopefully in a really healthy way. They know we want to be innovative so we are receptive to innovative and original thinking, hopefully it’s win win. 

creativebrief: How do you know if you’re getting the best from your agencies?

Ed Ross: Having worked on both sides of the fence, I’ve seen this done really well and at times less so. For me, open communication, honesty however tough that can be at times, and bringing an Agency as close as possible to your business making them an extension of your department is critical. From a Client side I want to feel that my passion and commitment is fully reciprocated by an Agency.

creativebrief: Of your recent work, what makes you particularly proud and why?

Ed Ross: From my Agency days, I was really proud to have worked on some memorable John Lewis campaigns.

More recently at ITV, having the opportunity to be involved in a rebrand was an amazing opportunity. But overall, it would have to be our ‘Live and Free’ campaign we ran for ITV Sport, highlighting our unique point of difference to football fans. 

creativebrief: How do you think marketers can raise the profile of marketing within their organisations?

Ed Ross: By marketing themselves effectively internally by showing their worth to the business. I think traditionally Marketing has been viewed as taking away from the companies bottom line rather than the value it drives. It’s that value that needs to be marketed in a transparent, commercial way. 

creativebrief: Do you see yourself as a generalist or a specialist, does it matter?

Ed Ross: A generalist and I think that’s important. Going back to the previous question, I see it as my business to know and understand other departments business otherwise how else can I understand and help overcome their challenges?