Emmet Mullins is an Art Director at Goosebump
Company: Goosebump is an integrated agency specializing in shopper marketing, CRM and activation. It takes a brand and positions and activates it strategically to drive a consumer response. The difference between a consumer and a shopper is huge and understanding this psychology is key to what Goosebump offers.
Job description: As an Art Director, I take a brand and reposition it in-store. Previously, I spent many years working on other through-the-line campaigns and this allows me to understand the brand journey from TV, press, digital and ambient etc right through to the in-store presence. A fully formed and consistent brand is a valuable asset and is one that should be treated with care.
Likes: I’m an Art Director and Designer but I illustrate too so I enjoy the chance to weave those skill into daily tasks. I’m a fan of the work of the Clayton Brothers, Andy Warhol’s early illustration and the portraiture of Lucian Freud. Twitter is a fantastic way of discovering and delving into more of what you like and seeing what’s current in your field. It’s also a great way of watching how new areas of marketing evolve.
Career ladder: I’ve worked on bluechip and small clients at home and abroad in the eLearning sector, direct mail, publishing, ATL, design and illustration – right through to where I am now. I think it valuable to experience the different disciplines in order to understand the holistic nature of a brand and of a campaign.
Qualifications: I’ve a B.A. Hons Degree in Visual Communications. But, as with all qualifications, your learning really only begins on the first day of your first job.
Working hours: I try to switch off but I often find myself critiquing and analysing everything around me on a daily basis. It’s hard to escape from advertising when our lives are saturated by it.
Breaktime: Fruit and soup on a well behaved day…
Social media credentials: I occasionally Tweet (@thomasemmet) and try to update the blog section of my own site with occasional scribbles (www.thomasemmet.com). Facebook is not for me – but great for certain campaigns. LinkedIn is a truly great networking tool. I’ve recently changed over to an Android phone and as a result have been exposed more to the Google ecosystem and Google+ which I think gets a bad rap. They’ve recently rolled out Google pages (quite like Facebook pages) and it will be interesting to see how that goes.
News sources: Mashable, The Guardian, Techcrunch, The New Scientist.
Onsite or offsite: Mostly in the office but with the occasional visit to a client office.
Digital strategy/vision: In advertising it is hard to nail down a strategy – your demographics almost do that for you. You need to be reactive. Thankfully we’re seeing the terms ‘digital media’ and ‘traditional media’ merging in to one. It has moved on since the early days when digital was included in campaigns as an afterthought. We’re now seeing campaigns being built from the ground up with digital in mind. I commute every day and for the entire journey can see trainloads of people engrossed in their smartphones and tablets. It’s a very powerful medium indeed.
I love Mondays because: I’m lucky that I work with nice people and that makes the creative task a bit easier. I like seeing a client’s reaction to creative work and changing their preconceived notions. Every Monday morning gives you that chance.