INTRODUCING MIKE FERNOTT - MARKETING MANAGER
A conversation with Creation's new Marketing Manager.
What were you doing before you joined Creation?
Marketing has always been my passion, beginning as a writer and general marketing assistant before qualifying with the Chartered Institute of Marketing and the Association of Proposal Management Professionals. I've worked across general marketing and management roles for the last 12 years, but have also recently been specialising in writing tenders and proposals for a number of global companies. I do what I love and I love what I do.
What is your role at Creation?
I'm Creation's new Marketing Manager, so it's a varied and multi-faceted role where no two days are the same. It's an interesting question to try and answer... "how do you market a marketing agency?!" Ultimately, I really want customers to understand why we are different and, most importantly, how they will benefit from that difference.
What attracted you to Creation and what were your first impressions of the agency?
As a young media planner many, many years ago, who used to deal with agencies all the time, my perception was that every agency is the same. I couldn't have been more wrong. Creation was built around the ethos of doing things the right way, not the most profitable way, which is something I can really relate to. David (Wenn, the Managing Director) had significant experience of dealing with agencies and wanted to create something that really disrupted the status quo and it's clear he has.
Ultimately though, the people are what makes Creation what it is; hardworking, creative, passionate and genuine. What you see is what you get with us.
What are your key objectives for your first 6 months at Creation?
My early focus is on The 3P's; planning, perception and performance. I'm working closely with the leadership team to pin down what we believe our 'value proposition' is, i.e. what we offer, who we offer it to, how we deliver it and why customers should care. I love crafting a message and tailoring it for different audiences, whether it's a 140-character tweet, a 1-page press release or a 150-page tender submission.
Where do you see our growth coming from in the next 5 years?
Creation is in a hugely exciting position at the moment. We've recruited industry-leading talent in a number of key fields; no other agency outside London can now offer such depth of in-house expertise. Development, digital, campaign management and traditional print/collateral; we have strength in every area of marketing and our customers are seeing the benefits of that.
What excites you most about our industry right now??
I love how vibrant the creative industry is. It's such a melting pot of people's passions, flair and knowledge. Every day brings new opportunities for learning, new challenges and new chances to do something innovative and different.
Tell us a little about yourself – what do you like doing when you’re not working??
I'm a father of two (and master of none!), gym bunny, runner, drummer, singer, football player and writer. I'm supported by a great partner and the best family and friends.