When Angela joined Spotify seven years ago, the challenge confronting her was to change the way people think about consuming music, from ownership to access. Today, with streaming fast becoming the default mode of music consumption, her task is to convince consumers to use Spotify in the face of aggressive competition from Google, Apple, Amazon, and others.
Spotify’s extraordinary numbers are testament to the success of Angela and her team in addressing both of those challenges: 50m paying subscribers, and 100m registered users, active in over 60 different markets.
Angela has used a wide array of strategies, including campaigns around seasonal and cultural events, and a steady stream of supporting social media content. Her most recent initiative was the company’s largest ever and much-lauded campaign, “Thanks 2016, it’s been weird”, campaign which drew upon user data and leveraged out-of-home advertising.
Under Barnaby’s leadership, Just Eat’s marketing has reached new heights during the last twelve months. A complete brand refresh, with a tagline of ‘Find Your Flavour’, saw Just Eat’s brand awareness increase by 33% to an all-time high. Its new Facebook Messenger chatbot has engaged in millions of interactions, and the Amazon Alexa service is showing promising signs. The Just Eat app is also performing well across its markets.
Internally, Barnaby has introduced a new CRM system, and brought parts of Just Eat’s technology team into the marketing team, enabling them to better personalise campaigns. He has also built up Just Eat’s corporate communications function from scratch.
In addition, Barnaby has been pivotal in adding value to Just Eat’s restaurant partners, including working with Sky to offer free broadband in restaurants.
The stand-out moment of Amazon’s 2016 marketing activities was its sensitive and heartwarming Christmas advert, featuring a friendship between an imam and a priest. This took over six months to develop and required sign off from senior religious authorities, including the Vatican City.
Simon is also responsible for a range of Amazon’s offerings, including Echo, which has retained its number one spot in the market despite the launch of competitors, and Prime Instant Video, which has involved ongoing work with TV personality Jeremy Clarkson. He has overseen a shift to shorter form video, better suited for social sharing.
Simon’s exceptional performance was rewarded with a promotion, in September last year, from EU Creative Director to Global Creative Director.
On The Beach