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Creative Brief - Edinburgh Agency Focus - Sarah Ronald, Nile

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Following our recent feature City Brand Leaders – Edinburgh, we decided to do a Q&A with a select group of Edinburgh’s leading agency CEOs to help focus on the Edinburgh brand and consider their own …

Following our recent feature City Brand Leaders – Edinburgh, we decided to do a Q&A with a select group of Edinburgh’s leading agency CEOs to help focus on the Edinburgh brand and consider their own agency vision.

Here, Tom Holmes, creativebrief Founder & Chairman talks to Sarah Ronald, Founder and Managing Director of Nile, Experience and Service Design.

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  • 1. 2/18/13 Edinburgh Agency Focus - Sarah Ronald, Founder and Managing Director of Nile | creativebrief blog Login  Register   Blog Search our Edinburgh Agency Focus – Sarah Ronald, Founder and Managing Director blog of Nile Search for: 25/01/2013 By Ben Somerset How in City Focus Search Categories Following our recent feature City Brand Leaders – Edinburgh, we decided to do a Q&A with a select group of Edinburgh’s Brief leading agency CEOs to help focus on the Edinburgh brand and consider their own agency vision. activity (68) Here, Tom Holmes, creativebrief Founder & Chairman talks to Sarah Ronald, Founder and Managing Director of Nile, City Experience and Service Design Focus (56) Company (25) Events (45) Future Market Leaders (7) Guest Authors (23) Market Leader Interviews (47) UK (29) News (89) Opinion (29) Sector Focus (42) Branding and Design (10) Experiential (15) PR Sector Focus (8) Sponsorship (7) Sarah Ronald, Managing Director, Nile Experience & Service Design,  Archives 13­15 Circus Lane, Edinburgh, EH3 6SU. Select Month Photograph by Wojtek Kutyla www.wojtekkutyla.com As Founder and Managing Director of Nile, Experience and Service Design, Sarah works with leading brands and companies to create blueprints for successful digital service experiences. She has over 10 years’ experience from the technology, mobile, financial and government sectors. In addition to her responsibilities at Nile, Sarah is an Executive board member for the British Interactive Media Association (BIMA) and co­chair for the Service Design Network in the UK. She has also served on boards for Heriot­Watt University and Bunnyfoot User Experience Group. TH: What does the Edinburgh brand stand for? SR: Depends who you ask, but if your looking from an outside perspective: tourists would probably say it majors on picture postcard city streets, people with a sort of elegant and gentile charm imbued with the warmth of whisky, that it has a strong sense of and pride in it’s history. Those who come for the fringe would say it comes alive with counter culture and awww.creativebrief.com/blog/2013/01/25/edinburgh-agency-focus-sarah-ronald-founder-and-managing-director-of-nile/ 1/4
  • 2. 2/18/13 Edinburgh Agency Focus - Sarah Ronald, Founder and Managing Director of Nile | creativebrief blog provocative and self assured sense of humour. I think they’re both probably right Edinburgh has many faces rather than a brand per se. TH: How do you think Edinburgh should position itself? SR: Working in the digital industry I think we need focus more on the exciting mix of alternative culture and resourceful and innovative industry in Edinburgh. London has such a strong pull that people don’t realise what great talent we have up here or the feeling of being part of scene that you don’t get in large town. TH: Are the city’s brand values reflected in your own agency culture? SR: Not consciously but we’re a product of the town so yes, we have pretty traditional values when it comes to quality and dependability… but we like to push boundaries and provoke different thinking. TH: Does being based in Edinburgh influence your creative output? If so, how? SR: Again not consciously or conspicuously but we are very active locally via BIMA (British Interactive Media Association) so we’re influenced by local talent. As an agency we have people based in London and Edinburgh and people at the agency come from UK, US and Brazil. Their talent exists regardless of the location they are in. I think having a nice walk to work and being in a beautiful city certainly helps though. TH: What makes your agency offer different? SR: Wherever possible we don’t take the easy way out! We work in human centred way to get a deep understanding of both customers and clients, so we can ‘engineer’ systemic service solutions. Too often agencies take a sticking plaster approach, a new ad campaign here, and brand refresh or website there very few are prepared to grasp the nettle and help clients change the way the do things for the better and for the long­term. TH: Why should clients consider sourcing work from Edinburgh agencies? SR: I think clients should source work from good agencies, regardless of location. TH: What sort of clients do you want to attract? SR: Ambitious ones, ones that have sense of vision or a feeling that thing could be done differently, ones who want to be the best at what they do and that see the value in a longer term partnership with their agencies. TH: What work have you done recently makes you really proud? SR: We recently won a BIMA innovation award for the RBS Mobile banking app and Get Cash service, which we shared with our project partners Sapient Nitro and Monetise. We’re proud of that, it’s a great example of how we can use technology to make people’s lifes (in this case access to money) that little bit easier. http://www.rbs.co.uk/personal/online­banking/g2/mobile­banking.ashx TH: What Scottish brands do you most admire and why?  SR: I love Irn Bru, their ads are great and they don’t take themselves too seriously.www.creativebrief.com/blog/2013/01/25/edinburgh-agency-focus-sarah-ronald-founder-and-managing-director-of-nile/ 2/4
  • 3. 2/18/13 Edinburgh Agency Focus - Sarah Ronald, Founder and Managing Director of Nile | creativebrief blog TH: Are there any local marketers who have inspired you? SR: Yes, if Robbie Burns can be considered local. His early marketing efforts still make a huge impact world wide. Scotland’s national poet and inspirational local marketer Robert Burns TH: What business would you most like to win? SR: We’re an experience service design agency, so our aim is to improve the way business and consumers interact at a fundamental level.  We want to have a big impact, so we’d love to get our teeth into a meaty service problem like helping making transport more integrated in Edinburgh, or transforming financial services companies so they benefit their customers in the long­term & make sustainable profits. TH: Thanks Sarah. About the Editor Tom Holmes, creativebrief As Founder & Chairman, Tom launched creativebrief in 2002 with the intention of revolutionising agency search and selection. For many companies, marketing success depends largely on the quality of agencies and media partners a brand engages. However, finding the right one can prove difficult and time consuming, as the marketplace is complex and constantly changing. www.creativebrief.com is now the leading provider of agency intelligence to senior marketers and makes the marketing landscape more accessible, transparent and navigable, providing brands with the critical intelligence required to make accurate and informed decisions.www.creativebrief.com/blog/2013/01/25/edinburgh-agency-focus-sarah-ronald-founder-and-managing-director-of-nile/ 3/4
  • 4. 2/18/13 Edinburgh Agency Focus - Sarah Ronald, Founder and Managing Director of Nile | creativebrief blog Tom’s role now focuses on evangelising about creativebrief and raising the profile of the business across all our core audiences of leading brands, senior agency executives and government. A major part of this sees Tom drive our Market Leader Interview initiative which puts the spotlight on what it means to be a leader in marketing today. Prior to creativebrief, Tom spent over 20 years working with some of the world’s leading agencies and brands in UK and internationally, including Account Management roles at WCRS and Saatchi & Saatchi, Board Director of The Lowe Group and Executive Vice President of Grey Worldwide. Tom’s Linkedin profile Be Sociable, Share! Tweet 0 Share Like 0 0 Leave a comment  Name (required)  Mail (will not be published) (required)  Website Submit Comment  Notify me of follow­up comments by email.  Notify me of new posts by email. RSS feed Get our RSS feed Twitter New Market Leader Interview – Abigail Comber, head of brands and marketing at British Airways  http://t.co/B3JePPts 18.02.2013 14:54 by web Farrow & Ball conclude global media review through creativebrief  http://t.co/ECiHBPfT 15.02.2013 18:30 by web #IamStela 15.02.2013 09:35 by web Warren Buffett buys Heinz for $23bn!!  http://t.co/HO3PfyyL 14.02.2013 16:06 by web Oscar Pistorius has just been charged with murder. Wow! 14.02.2013 11:47 by web Paddy Power stunt at the Ryder Cup by Crispin Porter Bogusky (@cpbgroup)  http://t.co/pWuckU46 13.02.2013 14:38 by Tweet Button Campaigns Ad of the Day by @JWT_London ­  http://t.co/zEnjdE3r 13.02.2013 11:03 by Tweet Button New Future Market Leader interview – Carrie Osman, Dog Portfolio Manager at Mars Petcare  http://t.co/uxpzKQGc 07.02.2013 10:15 by web New Market Leader Interview with Justin Cooke, Chairman of BIMA  http://t.co/KBQPtpTg 04.02.2013 16:41 by Twitter for iPhone The new Ferrari for the 2013 F1 season. Badman  http://t.co/zuyqg2Oi 01.02.2013 10:10 by web ©2013 creativebrief Home About us Industry links Search Blog Contact us New work Products Legal / terms of membershipwww.creativebrief.com/blog/2013/01/25/edinburgh-agency-focus-sarah-ronald-founder-and-managing-director-of-nile/ 4/4