Teresa, Business Director, Hong Kong

Hey Teresa, thanks for taking the time to catch up with us. Tell us a little bit about yourself and how do you get into creative industry.

I was born in London to an Italian mother and a Greek Cypriot father, grew up in Brussels.

I’ve been working in client servicing for the past decade and a half, managing brands from across grocery retail, F&B FMCG, education, energy and telecoms in publishing, events, communications and most recently in brand experience agencies.

Generalist or specialist?

To some, my experience might make me a generalist marketeer which sounds a bit ‘generic’ but I’d like to think of myself as a specialist generalist. Let me explain why.

As the world gets increasingly more connected, narratives increasingly more integrated within everything that brands or its fans produce and as ‘experience’ and ‘use centricity’ takes on an ever more focal role for businesses, I feel I need to constantly break the mould created by my job title or function and find a purpose and role.

What is the key to building a successful brand and branding strategy?

For me, it is understanding people. That’s my specialism. From senior stakeholders, to colleagues, clients (the most demanding of which is my 4-year-old daughter) and everything in between, you can only give your best if you truly understand your audience, whoever that may be at the time. Individual personalities aside, it’s also important to observe habits, behaviors and traits of different nationalities and cultures. I’m grateful to have lived and experienced different countries and now, a year and half on since moving from London to Hong Kong I think I’m understanding this part of the world too. In a generalist way at least.

Can you talk to us about a project where ‘understanding people’ has proven a paramount asset?

When I first started at FITCH, I took on the management of the Nord Anglia Education (NAE) account, a long standing retained client, which fast became the world’s leading international school group and expanding into SE Asia and China. Understanding the psyche of Chinese parents that want a Western education for their children whilst not losing sight of their roots and heritage was a delicate but fundamental balance we had to strike in all brand building initiatives, in-school environment comms and experiences.
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