Being a cynical writer, I choked when the “Boss Lady” hurled this topic at me, but as High Society’s newest ‘Elite Gopher’, proving my abilities are somewhat necessary in order to be a part of this classy entourage.
Before I get into my contractual obligation of delivering a Politically Correct Article, let me get in my spin first:
In a nutshell, Event Brand Management entails conceptualizing, planning, organizing and finally executing an event. Constant creativity, meticulous planning and venue management all come together in keeping the promoter’s names on the lips of the socially elite and masses for the next couple of months.
Example- “You did hear seh (Insert Popular Promoter Name Here) party did tough?!, Yow star, him tings always vibes!”
The social constituent of being a Brand Manager entails a lot of Public Relations, polite banter, and sometimes the proverbial ‘random’ photo opportunity amidst a select few personas- surrounding your self with professionals is a necessary task if you want to be viewed as a serious, business savvy individual.
Let’s get out of my witty banter and hear from some true professionals on the subject matter. First up, Mr. Zachary Harding- Director of Marketing for Wisynco Group, fourteen year veteran in Event Brand Management, a hundred plus events in the wake of his name, and an all around stand up guy.
Mr. Harding reminisces on one of the most popular events he personally took part in-“Groove In the Hill”, which boasted top international artists such as, “112”, “Sean Paul” and “Mr. Vegas”. Though it was held a good seven years ago, he remembers this event as one of his most enjoyable.
“I really enjoyed watching the process from its infant-like stages; grow into one of the most successful events that year.”
Also in that time period, was “Juice”. One of the first all-Inclusive party’s in Jamaica, “Juice” had innovative and methodological ideas such as the “Pay As You Drink” concept which actually refunded patrons $20 for every shot that they took!
Of course we all remember the infamous Club Liquid, held at both Devon House and Quad- a long running Dynamic Club experience that spanned five years. I personally must say that this was one of my first and better clubbing experiences, based on the quality diversity of music delivered by the D.J’s coupled with the aura of the night.
The more corporate launches Mr. Harding has been involved with were, the classy Smirnoff Black Ice Launch Series, Smirnoff Experience and Heineken Green Synergy. All of these alcohol beverages have become successful and are leading in the Jamaican market.
Mr. Harding stated, “Anyone who is creative, has good organizational skills, enjoys meeting people to form good inter-personal relationships and is willing to work hard to experience the thrill of achievement is rightly suited to enter into this field. This is a profession that demands precision, the challenge of meeting deadlines in a stipulated time and budget and the patience to pay attention to every small detail of things that go into organizing. Re-inventing the wheel constantly is necessary in order to make a good event, never try and do something that has been done before.”
Mr. Harding also pointed out that the effort ultimately provides a great deal of satisfaction-having organized a successful show which is appreciated by the audience. Of course, one also needs to be prepared to handle any mishaps that may happen at the last minute despite perfect co-ordination and arrangements.
I personally have a problem with food not being at most party’s and asked him why is it, that people like me, who are in constant need of ‘carbs’ are almost never catered for.
“People like you must eat at their house. The only elements needed for a good party are, a good selection of music, good sounding music, ease of access to drinks and lot’s of women. Even if it’s mostly women at a party, they don’t mind seeing each other”.
In closing, I had to find out the truth about the recurrent socially elite scenario: Loads of beautiful people in glossy magazines, and if it really was something he saw himself drawn to. Mr. Harding disagreed to the idea of him, ‘flossing’ and photo opportunities as part of business persona. “I’m more concerned with conceptualizing and fine tuning an event, Public Relations is secondary. I find myself constantly criticizing what I could have done different at a party, while all my friends are busy having fun.”
Second up, the lovely Ms. Safia Cooper, Brand Manager for Smirnoff Ice and Smirnoff Vodka at Red Stripe.
Jim Screechy: What are your primary duties as a Brand Manager?
Safia:
“Primarily, my role as a Brand Manager is to develop the long term strategy for the brands that I manage. This includes identifying the consumer issues that the brands face and addressing these issues with relevant activities, which include events, promotions, advertising, etc. On a daily basis I work cross functionally with the different departments within Red Stripe such as Sales, Event Marketing, Production, etc as well as the advertising and executioning agencies and promoters. Smirnoff as a global brand requires that I also interface with the International Smirnoff Brand owners on an ongoing basis.”
Jim Screechy: What, in your opinion, overall, would make a successful brand manager?
Safia:
“Being able to think strategically, being consumer driven, the ability to crack consumer insights, having charisma and being sociable. A successful brand manager has to be able to leverage the aforementioned skills so as to deliver the impact for the brand and the company.”
Jim Screechy: What do you think are the most important factors in making a successful party/event?
Safia:
“The experience that patrons have when attending an event is of utmost importance. This experience encompasses all elements of an event. These include:
- The event must be built upon a unique concept which can engage patrons.
- The event must be marketed in a fashion that attracts the target audience.
- The comfort/ease in getting to the actual venue of the event. (where shuttle service is provided)
- The security service provided. (to encompass the event parking lot to patrons just having a sense of safety at the event)
- The professionalism of the bar service. (ease of getting drinks at the bar to just common courtesy of the bar staff)
- Great caterers. (where it is an all inclusive event food should not run out and must be prepared properly)
- The music provided. (there should be less talk and more spinning)
- Getting value for money. (any event offering made to patrons must be delivered upon by the promoter)
Jim Screechy: As a brand manager do you do a lot of PR?
Safia:
“PR opportunities do come about especially around brand activities, and it’s not only about 'taking pictures with random people in glossy magazines'. These PR opportunities are strategically driven, so as to ensure that brand exposure is achieved.”
Jim Screechy: Do you like the whole PR side of the job?
Safia:
“Yes. The PR portion of this job does have its perks!”
Jim Screechy: Would you help promote anything you didn’t believe in?
Safia:
“No. Particularly if I believe that it’s something that is immoral, essentially it goes against my principles and values. “
Jim Screechy: Have you ever promoted anything you didn’t believe in?
Safia:
“No.”
Jim Screechy: How long have you been in the position that you're currently in?
Safia:
“I’ve been with Red Stripe for four years, and I started working on these brands two years ago.”
Jim Screechy: Do you think in order to be a good brand manager, having a popular last name helps, or a parent?
Safia:
“No, in fact there are many persons at Red Stripe and the wider industry who do not know who my father is!”
Jim Screechy: Did the last name help though?
Safia:
“No, because within Diageo (multinational parent company for Red Stripe) leadership and functional (marketing) capabilities determines your success within the company. “
Jim Screechy: Really now? Be honest.
Safia:
“I am being honest!
Jim Screechy: What are some of the events/parties that you’ve worked on?
Safia:
“Smirnoff Experience, Special Delivery, Smirnoff Xclusive, Blink, Osmosis, Smirnoff Ice Univercity Tour, etc. “
Jim Screechy: Do you think being a female Brand Manager has an advantage over a male Brand Manager? Is there a difference anyway whatsoever?
Safia:
“No, however I do look better in pictures!!”
Jim Screechy: Do you honestly think that there is a point, other than different viewpoints, why my editor would want me to interview both a male and female Brand Manager? Is the sex much of an issue in Brand Management?
Safia:
“No, capability is more critical to the role. However having personality is also a plus!”
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