10 questions with… Sarah Ronald, founder of Nile
The Drum speaks to people across the global media and marketing sector who are bringing something a little different to the industry and talks to them about what little insights they can offer the rest of us. This week's 10 Questions With... features Sarah Ronald, founder of Nile.
Sarah Ronald, founding director of Nile, Photo by Dvora
What was your first ever job?
Making airline meals for flights out of Aberdeen. Despite having to get up at 5am every weekend, I loved it.
Why did you get into marketing?
To make a difference.
Marketing has the power to directly impact how people think and behave, that really appeals to my background in human psychology.
What’s the most surprising thing you have learned about marketing since working within it?
How far marketing has evolved. It used to be all about how a brand portrayed itself. Nowadays, the direct experience a customer has of a brand is what matters most and can have a really transformational impact on the relationship. We have only just begun to realise its potential to change the world and make real lives better.
What campaign or work have you most enjoyed being a part of?
There are two. The Emergency Cash Service for RBS, a global first. It allowed customers to access money via ATMs using their phone instead of a bankcard. That was back in 2012 and gained worldwide exposure.
More recently, we led a national collaboration of companies and members of the public to redesign the currency banknotes for Scotland and Northern Ireland. I loved balancing the challenge of creative and technical. At launch, the Scottish notes were both beautiful and among the most difficult to counterfeit anywhere in the world.
What have you learned from any mistakes you’ve made in your career?
Ask for advice, seek the learning and then move forward.
We all need to accept the decisions we take lead to different outcomes, some will be less desirable than others, but we need these experiences for growth and development of our craft.
What is your ideal work night out?
Nights where I can catch up with the many industry pals whom I don’t see often enough due to ever increasing commitments. BIMA and Stodge are great examples.
What is the most exciting thing about your job?
The people I’m introduced to and spend time with across the globe. In the last year there have been Government ministers, top level female banking execs, inspiring start up entrepreneurs, as well as many international personalities leading new trends.
IPhone or Android?
IPhone, and I'd like to take this opportunity to deny rumours I’m a heavy user of Find My iPhone.
If you could ban one buzzword or piece of jargon what would it be?
Acronyms- the root of many a misunderstanding. Use plain English people.
What's the best piece of advice you have ever been given?
Age is no barrier to experience. This was incredibly useful in my early 20's when setting up the company and pitching to multinationals.
10 Questions With... will return next week.