creativebrief: Why did you choose a career in marketing?

Sarah Tate: I’m not one of those lucky people who knew exactly what they wanted to do. Like many people, I needed a job, and fell into marketing. For me, it’s not about why I chose it in the first place, but why I chose to stay. I know that this is the right industry for me because it allows me to think creatively as well as commercially and gives me the chance to progress as quickly as I want to. Also, I don’t have to wear a suit.

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

Sarah Tate: Our industry is evolving at pace. Let’s face it, that’s why it’s an exciting place to be. My great role models are the ones who thrive in times of change: they are willing to fail, pick themselves up, and adapt fast. They recognise that there is always more to learn, and are endlessly curious.

creativebrief: And who is a great example of this?

Sarah Tate: The man who always makes me want to punch the air is Richard Eyre, Chairman of the IAB. He has had, by any standards, an extraordinary career. But when I’ve heard him speak, he has always talked about his failures, and what they have taught him. And he’s done that with intelligence, humility and charm. He’s a great example of someone who  capitalizes on his failures as well as his successes.

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

Sarah Tate: I am fascinated by emerging technologies and the opportunities they bring. It’s a challenge of speed and of scale. The rapid evolution of the communications landscape has been driven by innovation in technology – and lots of it, which makes it difficult for businesses to distinguish between a fad and a genuine trend.

We have no choice but to stay ahead of the curve: what is now, is already then. It amazes me, for example, that people still talk about mobile as an emerging trend. It’s not emerging. It’s established. It’s here. And if you haven’t done anything about it, then you’re running late.

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

Sarah Tate: At Google and through the Squared network, we are very good at sharing stories that inspire us. It’s part of a healthy collaborative working culture.
I also find it important to look for stimulus outside our industry. What can we learn from tech start ups? Art exhibitions? Theatre directors? Architecture? We aren’t the only creative industry and I find that a multi disciplinary outlook works well for me.

creativebrief: How does this impact your relationship with agencies?

Sarah Tate: My relationship with agencies is unique because I work on a project about industry collaboration. 25 of the top media and creative agencies have come together to support talent development in an industry disrupted by the digital world. They are embracing the ‘constant stream of innovation’ and equipping themselves with the right leaders to make the most of it.

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

Sarah Tate: It’s always best to work in partnership. People are motivated if they feel ownership of a project. They do better work if they better understand your business.

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

Sarah Tate: I feel very proud whenever I talk to one of the graduates of the Squared programme. They are a new generation of leaders and their passion for our industry is absolutely fantastic. Most of them have only been working in their agencies for a year, and they are already meeting with their executives to share ideas and opinions, speaking at conferences, championing new and interesting work.

Squared played a part in helping them realise that their fresh perspective is crucial to the future of our industry. And I just feel lucky I could be there to see it.

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

Sarah Tate: I saw Sir Terry Leahy speak recently. It was wonderful to see an ex-marketeer talking about leading a business. His message stuck with me. A good marketing strategy and a good business strategy shouldn’t be different: fundamentally, they should both focus on delivering a great experience to the customer.

There’s another point around language. Marketing is cloaked in terminology and acronyms which are nonsensical to those outside the bubble. We need to get better at talking the language of a CFO, and being accountable for the investments we make.

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

Sarah Tate: I come from a digital background, but I don’t believe in specialisms. It’s difficult to create a specialist team without also creating a silo, which immediately makes it harder to foster innovation and collaboration in an organisation. By all means, have a specialist area of knowledge, but ensure you are well informed about how that specialism fits into the bigger picture.