Yet, as I walked into the state-of-the-art Willow HQ I was flung immediately into the dynamic world of marketing-meets-tech. As a creative I was pleasantly surprised to discover the level of imagination and spontaneity that can underpin what would stereotypically be labelled an ‘office job.’ Though the term usually connotes boringness or even unoriginality, working at Willow is far from that.
Moments after meeting the team, I was amidst a marketing brainstorm with Josh Ridley, the CEO, on how to approach a video series to be released on social media. Crowded haphazardly around a communal table, concepts were thrown back and forth, subject to revision and distillation until the perfect one was settled on. I soon learned the power of words in marketing, that staying on message is paramount, and that there’s a pool of vocabulary which seems benign but actually detracts and distracts from what we want to depict. There’s no room to be inexact. The once elusive definition and significance of digital twins became ever so clear as this was the crux of our discussion.
The end result was miles ahead of where we had started that morning, the ideas of the team converging into something polished yet authentic. We filmed the first instalment the next day and said goodbye to the footage as it had to be sent to the Manila office to be cut. Conferencing with international colleagues was a unique aspect of working for a global company that I found delightful. I observed that the distance didn’t impact the team’s cohesion in any way; there was a strong kinship.
Mini assignments helped me to acquire marketing knowledge to an unexpected depth. I’ve learnt the definition of a SWOT analysis then (attempted to) perform one, I’ve dissected the meaning and implications of corporate social responsibility, and deconstructed what takes a branding video from just average to incredible.
I was set up on LinkedIn so I could see the corporate side of social media and form some valuable connections. Soon after, I was taken through the process of making a post for Willow’s page (which I’d just connected with). I didn’t realise how much meticulous forethought precedes a social media endeavour. Every post requires careful wording, editing, and checking before the upload button can be hit.