Innovation in Practice

Q&A with Simon Pestridge, Revolution’s Digital Marketer of the Year

We all talk about innovation and being innovative, but what does it really mean?  How can companies leverage technology and use innovation to engage with their customers to drive revenues?  As sponsors of Revolution’s Digital Marketer of the Year 2009, DediPower spoke with this year’s winner.  In this article, Simon Pestridge, Marketing Director, Nike UK talks with us about innovation in practice, providing some insight into how innovation has lead to his success.

Nike is an iconic brand and is at the forefront of innovative marketing to engage with consumers. To you what does innovation mean? 

Simon: Our goal as a company is to carry on a legacy of innovative thinking.  Whether that is developing products that help athletes of every ability to reach their potential or to create opportunities that set Nike apart from the competition, innovation is Nike’s difference. Innovation is part of our DNA.

Everyone talks about innovation and ‘thinking outside of the box’, what are some of the challenges in delivering an innovative marketing campaign?

Simon: The biggest challenge is the pressure we put on ourselves to push the boundaries of what’s possible whilst not going off too far into left field!

It’s interesting to look at this in two different ways.  What’s happening today that we can effect?  What is going to happen in the future that we can watch out for? 

The product team is constantly looking to the future - asking themselves questions like: “How can we create product that will help Wayne Rooney be the best in the world?”  We know the product team will deliver us great innovation.  Our job is to then do it justice and ensure we engage the consumer in an equally innovative way that cuts through the clutter that surrounds them.

The World is shrinking, first through the invention of the jet age and now with the internet. Working in a global company and having traveled widely and lived abroad, how has this experience impacted your perspective as a marketer?

Simon: That’s a hard one to answer because I don’t know what it is like not to have worked across different markets!  The truth is that inspiration can come from a limitless number of places.  So the more things you see, the more places you can draw inspiration from.

In the current economic climate and cuts in budgets, what advice do you have for other marketers in changing the marketing strategy and leveraging more social media and online activities?   

Simon: Cutting through in these mediums will still be impacted by the quality of the work. Perhaps more so than in other forms of media, these two mediums/journalists/writers/ bloggers/twitterers are influenced by what they like, what they are hearing and seeing.  If you talk to them more frequently and keep the quality of those conversation strong then you’ll see the benefits.  10 years ago media spend would significantly outweigh production in an above the line campaign.  Now if you put more into the production of a campaign and keep that quality high, social media and online can work for you. 

The reality is that in tough economic climates you simply have to peel back the layers and focus on what you are great at.  Consumers want authenticity and will look to brands they trust.  So if you get this right, the media you choose to use becomes a secondary consideration.

Your agency, AKQA, had an amazing night at the Revolution Awards, walking away winning in 4 different categories.  What is it you look for in an agency?

Simon: Good agency/brand chemistry takes years to build, which is why we have a tight group of great, long term, agency partnerships.   You look for people who fundamentally understand your brand and are an extension of what you do.  We work with agencies that, like us, have innovation in their DNA.  We also look for partners who share our passion for sport and enabling athletes to become better.  When you find that you then have to determine if they want to work with you … we can be quite a tough client!

What advice would you give to younger marketers starting out in their career?

Simon: If you don’t have a passion for it, move on.

It’s now time for a more insightful question … where do you buy your shoes from?

Simon: Um … can’t say I actually buy too many pairs … which is a perk of the job … but if I had to buy you would find me enjoying an amazing shopping experience at Niketown … which is in Oxford Circus and is open from 10-8 every day apart from Sunday which is 11-5.

DediPower Managed Hosting sponsored Revolution’s Digital Market of the Year 2009. Congratulation’s to this year’s winner, Simon Pestridge.

Sub note: Since writing this article Simon Pestridge has been appointed Global Brand Director Sportswear, Nike and will be based in Nike’s US headquarters.