Talking Heads - Understanding how others think crucial in ad world

Margaret Whitten

Business development director,

Singleton, Ogilvy & Mather.


What makes your day?


Coming up with an original insight into a client's communication problem.

Effective communication comes from understanding the people your client wants to talk to, knowing what motivates them and what's relevant and meaningful.

Through our work on the Ministry of Education campaign to motivate and inspire parents to help their kids acquire early reading, writing and maths skills, we knew most parents naturally wanted the best start for their children.

But the direction of the campaign was really set when we talked to our target market. Parents told us that if you're on a limited income, the reality is that you focus first on putting food on the table.

And we found that in Maori and Pacific Island culture there is an integral link between food and socialisation, as well as a close connection between learning and the idea of feeding or eating knowledge.

Knowing that the core motivation of all parents is to nurture or feed the child, we developed a campaign based on the theme "Feed the Mind," which focused on providing inspiration and simple tips to parents about what they can do every day to help their children learn, without spending money on expensive resources.

How did you get to where you are today?


I answered an advertisement that said: "Margaret is leaving and we are looking for another Margaret." The advertiser was an Irish advertising agency that became the Saatchi brothers' first agency acquisition outside Britain. Once I set foot in an agency I knew this was what I wanted to do.

What is your management style?


One of my colleagues recently described it as "hands-off, but supportive." I would hope that I would not do anything for any team member that they could do for themselves.

What advice would you give to someone starting out in your field today?


You need to come into the business with your eyes open. It's hard work. But equally, it can be very rewarding. Life is too short to spend it doing something you don't enjoy, so in that respect advertising is no different to any other job. But if you are prepared to make the effort and the work allows you to have some fun along the way, then you are much more likely to succeed.

Who was your most important mentor?


There was no one person who I would say guided my path or provided a blinding flash of light along the way, but I am conscious of a number of people who, because of their passion, vivacity or sheer perseverance, helped to inspire me.

They include a copywriter in Dublin, a lecturer in New York, a strategic planner in New Zealand, and my mother, who proved it was possible to have a successful professional career and be a good mother long before it was considered an acceptable option.

What was your biggest career break?


Being made redundant. Not an experience that I would wish on anyone but it was one that forced me to extend myself in ways that have helped me succeed. And the old adage about one door opening when another closes proved true in my case and has led me to where I am today.

What's the biggest challenge for your organisation in the present economy?


Accountability. At the end of the day our clients want to generate profits and build volume. Agencies have to be able to demonstrate that the work we do contributes to their growth. Doing anything that doesn't create growth is a luxury marketers can no longer afford.

How do you relax?


Coming from Ireland I find soaking up New Zealand sunshine is my ultimate form of relaxation, inadvisable though that may be. I work out at the gym, go running and meditate, so I have some space most days that is just for me.

But my two boys are my best form of relaxation and help me keep a perspective on life. I also love reading, good food and wine.

What skill would you most like to have?


To be able to put myself in someone else's skin, because you never really understand a person until you see things from their point of view.

In business, it would certainly help to communicate what a product offers in a way that is meaningful and relevant.

In advertising, having a sense of humour is not only a way of retaining my sanity in a sometimes stressful job, it's an industry requirement!

* Margaret Whitten spoke to Susan Jennison.