This month’s Spotlight Interview is with the wonderful Isobel Finlayson, Account Director at Mando-Connect. Isobel shared her thoughts with me on great partnerships, dream brands to work with and some great insights into to the Gen-Z audience. Read on to hear more…
How did your career start in Partnerships & Marketing?
I actually fell into Partnerships, I was originally due to start a Masters in ‘Luxury Hospitality’, and in the summer break prior to starting I got a summer job, working at ‘KidZania’ which is a mini city for kids. It has shops, restaurants, a bank etc and my role was to help the Sponsorship Director source new brands, for example the clothes shop is partnered with ‘H&M’, and the Smoothie Shop is partnered with ‘Innocent’. This was really my first foray into working with brands, and I really enjoyed it- so I cancelled the Masters and it all took off from there!
Who would be your dream brand to work with?
This was quite tricky as there are a few, but Ikea is currently my top one! I think there are very few brands that nail ethical, affordable, stylish & desirable all in one go- and Ikea really do. I love what they stand for in terms of sustainability, and I think their loyalty programme- ‘Ikea Family’ is brilliant. They surprise & delight their customers, run free events, hold free workshops- they do a lot. I think you could be super creative when working with them, perhaps games relating to their store layouts…you could do all sorts with them! I loved their partnership with Pizza Hut in the US too, where they did a Swedish Meatball Pizza- I just think as a brand they really tick all the boxes for all the things I think are important.
What has been your biggest achievement / proud of outside of work?
My biggest achievement would have to be winning the Ladies Singles at my local tennis club tournament. I would class tennis as my therapy, I use it to let off steam, and I love it- it never gets old for me. Working from home has meant that I can play before work and it is the perfect way to kickstart my day, and get the endorphins going!
What has been your favourite partnership you have worked on whilst at Mando-Connect?
There have been so many, I work on a real variety of clients that are from different sectors and have very different audiences, which keeps me on my toes. I loved setting up the partnership between VOXI (Vodafone’s youth phone network) and GlossyBox (an online beauty subscription service).
I worked with GlossyBox to create an exclusive drop for VOXI customers. VOXI customers could choose between two exclusive beauty boxes containing five different items with a total RRP value of more than £50, and the customer didn’t have to pay a penny. I worked with the VOXI brand team to design a bespoke sleeve for the box too which made the box look unique and special for VOXI customers. VOXI’s target audience is Gen-Z who have big love towards beauty and skincare, we see that in the influencers they follow: Jeffree Star and the countless beauty hacks they watch on TikTok. My recent fave included a homemade lip plumper using cinnamon oil. Although, Teen Vogue have been quick to share that this effect can irritate your lips and people should use a patch test before trying this method. What this says to me is that Gen Z love beauty but can’t necessarily always afford it so to be able to give away a free GlossyBox drop was a magic moment and unsurprisingly all boxes were claimed in a record response rate.
As Mando-Connect’s resident Gen-Z expert, which brand would you love to work with specifically for the Gen-Z audience?
I find the Gen-Z audience really interesting, they have such a dilemma over ethics vs value. They could be at a climate protest on a Friday, and then ordering from Boohoo on a Saturday as they want to look good and for it to not cost an arm and a leg. I learned recently that 23% of Gen Z wear an item just once before chucking it out (source: YouthSight, YMS Online Europe). Therefore, it would be amazing to work with Depop who are doing great things for pre-loved items and are a big contributor to why 16% would choose to buy second-hand now vs. just 4% in 2015 (source: YouthSight). Their social feed proudly shouts inclusivity and encourages freedom of expression which is hugely important to Gen Z: 85% say being themselves is more important than fitting in (source: Voxburner Youth Trends Report 2021).
Could you tell us about a Loyalty Scheme / Brand Partnership that you think is really impressive?
I love to travel, so I really value the Amex points and that you can transfer your Avis points to cash-in on flights. This personally works really well for me and I’m looking forward to getting some flights booked as soon as possible!
This is going to sound totally biased but as a Vodafone customer, I love the VeryMe app. They always have amazing prize draws on there, for example, at the moment, you can win a free e-bike. I like how some are ‘instant wins’ too so you know straight away whether you’ve won or lost. Also, as a sports nut I’m currently loving their British & Irish Lions campaign where you can get discounts off the kit (that’s my brother’s birthday present sorted!) and a chance to win an ultimate sports home entertainment bundle that includes a TV, soundbar, takeaway vouchers, day viewing passes and two official jerseys. I’m a big fan of their Feel Good Friday campaigns too where they give away a little pick-me-up like a free movie from Chili or something tasty from Costa or Greggs. I have also taken up the Joe & Seph’s offers more than I’d like to care to admit – their popcorn is amazing!
Who has influenced you most when it comes to how you approach your work?
I have been so lucky, to have some really brilliant role models throughout my career and I’m really proud to say that they have all been female. If I had to pick one person, it would have to be my Mum. She is a Managing Director, turned Executive Coach with three children, and it’s really inspiring seeing her work ethic and ambition. I’m really lucky to be able to talk about my career with her and get her advice- that’s really invaluable to me.
If you could do any job for just one day, what would it be?
From a young age I always wanted to be a Popstar, so just for one day, I would love to step into Dua Lipa’s shoes and perform on the Pyramid Stage at Glastonbury. Preferably with my pals as back-up dancers so we can then go on to enjoy the festival together.
Tell us something that is surprising about you?
I lived in Mexico for 2 years! I worked in all-inclusive hotel in Playa-del-Carmen and I can speak fluent Spanish.
What is your main motivation to wake up and start work everyday?
This would have to be my fiancés freshly brewed coffee! He got a really professional, epic coffee machine for Christmas and has really mastered the art of velvety milk for my flat white – he still has a bit to go on the latte art, but he’s getting there!!
