Skip to 0 minutes and 11 secondsMy name is Danielle. I'm in account management at Wolff Olins, and I came into branding kind of in a circuitous way. I never really wanted to do a proper job. I wanted to design CD covers, and so I went to art school and realized very quickly that I wasn't so good at making the CD covers, but I liked to tell people how to do it. So I took a few design jobs and after a while wanted to be involved in the bigger projects that were doing really amazing work to change the world and to make an impact on people's lives. So I ended up in branding.
Skip to 0 minutes and 49 secondsI think in hindsight it would have been great if I took a marketing class when I was in uni. But I think also being an outsider, as you would say, having not gone to business school and having come from a creative background gives me a different perspective. And actually in my role in account management, working across both strategic projects and creative projects and with both teams, it gives me a much better understanding of the creative process and how to marry the two skill sets together. Hi, I'm Robert Jones. I'm head of new thinking at Wolff Olins, and I'm a visiting professor at the University of East Anglia. I did philosophy and English at Cambridge.
Skip to 1 minute and 29 secondsand joined a start-up company in Cambridge, which I enjoyed a lot. But I'd secretly always wanted to work for Wolff Olins, so when the chance came in 1993, I jumped at it. And though 20 years since the have gone past in a flash and I've had a chance to work for some really big companies like Aviva and Barclays and for some interesting not-for-profit organizations like Amnesty International and Oxfam, but I guess what I've enjoyed most in all of those 20 years is the learning that all of that has involved. And I've always been keen to pass that learning on. So a while ago, I wrote a book called The Big Idea.
Skip to 2 minutes and 8 secondsAnd then more recently thought it would be great to set up a post-graduate course in branding and met up with the people at the University of East Anglia, whose motto is do different. And the idea of a practitioner creating a post-grad course is different, and they jumped at it. And the course is now in its fifth year. And on the last count, something like 97% of students have gone on to get great jobs in branding. So it's a huge success. And it seems only natural on the back of that to create a free online taster of the brand leadership course. So that's what this MOOC is all about. My name's Camilla Gray, and I'm a strategist at Wolff Olins.
Skip to 2 minutes and 53 secondsI've only been there about five months, and before that I was at a smaller digital agency called Digit. And before that, I was at Moving Brands, which is a branding agency with a strong digital, technological heart. And I was there for four years. So I started my own blog in 2006 writing about things that interest me and to articulate the things I was thinking about. And it really helped me almost build a portfolio as a strategist. So I not only wrote my own blog, but for the agencies I worked for, I started the Moving Brands blog and their Twitter account.
Skip to 3 minutes and 39 secondsAnd so I learned more about technology and how people are connecting to each other and wrote about that as well. So the two tied in together really well. So my strategic thinking evolved through writing in that way, which was really nice to have that support from the companies I worked for. And it also led me to start my own newspaper, which is a print-only publication about technology. It's meant to be ironic. And it's based on contributions from creative directors from across the London design industry to talk about how they're experiencing technology, and how it's changing the way they work and the way they're interacting with clients. I'm Ben. I'm a brand strategist at Wolff Olins.
Skip to 4 minutes and 27 secondsI came into branding through the environment. I got very frustrated with how the environment was communicated to people in a dull, unworthy way. So I went away, and I learned about branding. I was really excited about the potential that branding has to influence and engage people. And I started applying that to my environmental work. That grew to an interest in branding. I moved into branding. My environmental background gives me a perspective on branding that's about brand purpose and a bigger mission for brands to engage people and create change. So my name is Yelena Ford, and I'm a strategist at Wolff Olins. And I ended up in branding probably in a little bit of a different way to most people.
Skip to 5 minutes and 11 secondsSo first of all, I started out in politics. I thought that was actually where you could make the most change. And to some degree that is true. And I was really passionate about it. I started with a degree in politics, and then I did my master's in international politics. I was hugely inspiring, but it's quite a closed circuit being in that quite academic world. So I did some stints at Westminster and then also in EU institutions doing political lobby work, which was hugely fascinating. But then I realized that you can only make change in really quite tiny molecular level actually.
Skip to 5 minutes and 55 secondsAnd then I thought, well, actually, a lot of the creative more impactful stuff that was actually happening was actually in the corporate world, in business. And there was new models around business, which were really interesting me. So I ended up on the Omnicom graduate scheme, which is an 18-month program where you experience different sections of the marketing supply chain. And I found that the one that really stuck with me, which I found most compelling and most inspiring, was actually branding. And I really wanted to be quite far up that chain in advising businesses on their brand and how to have the most impact in the world.
Skip to 6 minutes and 36 secondsAnd then I found Wolff Olins, and they really share the same sort of approach and ethos around social impact and game-changing work. And that's how I ended up here.
One size fits none
As you think about your brand, and your career, listen to these five people from Wolff Olins, talking about how they got their start in branding. Each story is unique - one size fits none - but what would you say they have in common? Any lessons you could draw?