#MEETTHETEAM: Claire Miles

What do you most look forward to when coming into work at Audience2Media?

Seeing the team! Everyone here is so friendly and despite only being here for just over 3 weeks now, I already feel very at home and settled. It’s very clear that everyone is super supportive of each other which is exactly what I hoped to find with a work culture. I’m excited to see what the future holds!

Did you always see yourself working in media?

Not at all, I actually trained to be an actor before deciding that it wasn’t for me. The digital advertising industry allows me to channel my creativity elsewhere whilst also working with my academic, analytic strengths so I am very happy to have ended up here post studies!  

Why do you think influencer marketing is so important?

I saw a quote that I think sums this up perfectly “A brand is no longer what we tell the consumers it is - it is what consumers tell each other it is.” (Gensler, Völckner, Liu-Thompkins & Wiertz, 2013). This quote was written over 5 years ago, but has become more and more relevant every year since. I believe that influencers allow brands to build personal relationships with consumers through using the right representation at a human level to truly engage consumers and drive brand loyalty. Influencer generated content appears more authentic and encourages buyers to have a level of trust in a brand that the company would struggle to earn with just traditional advertising. However, it’s worth noting that influencer marketing must be done correctly to succeed or there is a chance that choosing the wrong influencer per se may have the opposite effect and tarnish brand reputation.

What is your favourite Spotify playlist?

My current favourite playlist is ‘The Great British breakfast’ when I’m getting ready for work – it’s full of happy songs to help wake me up! Otherwise, I’d probably choose an acoustic playlist, something nice and chilled that I can listen to on my commute to help me zone out.

What city/ country would you most like to visit?

The top of my bucket list has to be Iceland, I would love to try all of the excursions that are on offer there, from dipping in the blue lagoon, to snowmobiling and (hopefully) catching a glimpse of the Northern lights. It looks like such an incredibly beautiful country which I can hopefully cross off my list soon!