Which side of the fence?
Before establishing Noble Ox, I spent twenty years or so ‘on the other side of the fence.’ In other words, my role was as the client not the agency. I was employed within marketing departments. In some cases, I was the marketing department! So let’s just take a wee look at that so-called fence…
From shoestring to icing on the cake
The first ten of those twenty years were spent in arts marketing, stretching shoestring budgets in the dedicated pursuit of bums on seats. Deft at envelope stuffing, in-house design and endless direct mail campaigns, I also mastered marketing plans and funding applications.
I drove around Yorkshire in a council van brimming with brochures and trod the streets of Glasgow and Edinburgh with posters, Blu Tack and smile at the ready. My life was press releases by day and press shows by night. Working in the arts was great and a hard act to follow!
So how about the whisky industry? Same side of the fence but a very different field; the next few years were spent as Marketing Manager for The Scotch Malt Whisky Society. During this time, the Society transitioned from a feisty independent spirit, to a jewel in the crown of Glenmorangie, to the icing on the cake within Louis Vuitton Moet Hennessy.
In your shoes
Throughout my marketing career in the cultural and corporate sectors, I commissioned and worked with a multitude of agencies and consultants including design, PR, publishing, market research and digital.
As the client, I understood that these relationships could make the difference between the success or failure of a project, not to mention a good or bad day! I knew the standard of service and expertise needed to get the job done.
Over the years, I encountered and learned a lot. For example, I experienced what it’s like:
- not to be listened to
- to be fobbed off with a lazy, half-baked approach
- to feel the slow-build stress of not being kept informed of project timings, progress or budgets
- to be nagged by a third party when there are more pressing priorities and deadlines to juggle
- to feel like you’re being processed or ‘dealt with’ just like the rest!
Thankfully, such scenarios were the exception. For the most part, I worked with some of the best, developed great working relationships and enjoyed every minute as we collaborated on projects great and small.
‘Don’t fence me in!’
All of this stood Noble Ox in good stead from the very start. So much so, that despite now being on ‘the other side of the fence’, the daily default is to jump over to look at things from the client’s perspective.
Just to stretch the metaphor a little further, Noble Ox is rarely on or over the fence. Quite simply, we are by your side every step of the way.