Last updated: 22nd October 2008 11:11 AM
10 minutes with Annie Swift, CEO, Institute of Sales Promotion (ISP)
Our interview with Annie Swift continues our quarterly dialogue with the key players in the promotions industry. As CEO of the ISP, Annie is probably one of the most influential individuals in the sales promotion industry and this interview offers a snapshot of her career path and her thoughts on the future of the industry in these turbulent times.
In our ’10 minutes with …’ interviews, we will also reveal just one little thing about our candidate that colleagues in the promotions world would be surprised to hear!
Annie Swift spent 20 successful years with Centaur Media plc as Publishing Director of its marketing brands (including Marketing Week, New Media Age, Precision Marketing, Brand Strategy and these journals’ corresponding websites), before becoming CEO of the ISP five months ago.
In her current position, Annie is tasked with a brief to expand the services that the ISP offers to its members and to the promotions community in general. Quite a challenge when you consider that, in Annie’s own words, “The sales promotion industry, regardless of channel, is a major contributor to the UK economy.”
However, Annie is facing the task with equal measures of enthusiasm, professionalism and determination. Already well known in the upper echelons of the industry, Annie has made it her business to go out and meet the ‘man on the street’ in the sales promotion sector, but for those of you who have not yet had a face-to-face encounter with Annie, read on to discover her views on the industry and other matters.
How long have you been involved in the industry?
In various guises, I’ve been involved in the marketing/promotions industry for 26 years. Mostly in the media, but I’ve always worked in the marketing-related industry.
How did you become involved in the industry?
On leaving university, I took a post-graduate diploma and thought the agency life was calling me. Having landed a plumb job in a top agency … I decided not to take it, but took job in sales on Campaign (a Haymarket title). After seven years I was headhunted by the then MD of Centaur to work for them.
What has changed about the industry since you joined?
Where does one start? This industry has changed immeasurably. On the agency side there has been vast consolidation. The emergence of on-line and direct marketing has changed the way that agencies work.
As far as brand owners are concerned, there has been a move toward far more accountability in marketing methods. Another area of development is the rise in importance of the procurement dept, which can have its pluses and minuses.
One thing that has not changed is, I believe, sadly, that there are not enough females at the top of the tree.
What further changes would you like to see?
As far as promotional marketing is concerned, I’m determined that every single service the ISP offers to its members, and industry at large, reflects the industry as it is today. It has moved on since the 80’s when it was defined in the retail sector by bog-offs and on pack promotions. Promotions do underpin every form of marketing communication (more or less). They are now media neutral and utilise direct and digital marketing, TV, radio and press advertising, experiential marketing and motivation. However, it’s very rare for a marketing message to be put out that doesn’t contain some sort of promotion.
How do you think the current financial climate will impact on the industry?
I believe it will serve the industry well as it did last the last time we faced a financial downturn. The latest IPA Bellwether report announces a decrease in marketing budgets for Q3. Budgets are being revised down substantially, but promotional marketing and direct marketing budgets are showing nowhere near the decline in other budgets. Promotional, direct and interactive marketing will be the most robust.
What do you like most about the industry?
Interesting personalities make the industry, the industry doesn’t make them.
I’m drawn to the people who work in this sector; they are bright, very vocal and multi-skilled. They have to be, given the eclectic nature of jobs they do.
If you weren’t in the SP industry, what would like to be doing?
Well, being on a desert island with Brad Pitt is one option!
Seriously though, I would like to undertake some charity work in the future.
Who do you admire/respect most in the public eye?
One person I’ve always admired is Margaret Thatcher, she’s a terrific role model. And I have to admire Helen Mirren for daring to pose in a bikini in her 60s.
What’s your typical office day?
There’s no such thing. For the last few months I’ve been meeting members and non-members, it’s the best way to get a handle on how the ISP is serving the industry and what more we can do, particularly given the current climate.
What do you like to do to relax?
Play tennis, travel, collect antiques and art.
Tell me something about you that nobody in the industry knows?
I was trialled for Junior Wimbledon. Obviously it was not to be, but the reality is I still enjoy tennis and I also have the satisfaction of having a demanding role in today’s commercial world.
Annie Swift
www.isp.org.uk