creativebrief: Why did you choose a career in marketing?

Alex Sonnenberg: I actually choose a career in technology – marketing came later. As a student I spent my summers in a hospital IT department doing installations. I loved learning and getting to grips with all the latest equipment. So after university I applied for every technology job going, including one for a Product Marketer at a technology company. Marketing wasn’t a major interest, but I saw the job as a chance to get my foot in the door. When I started I saw the amazing opportunity that marketing had to shape a business, it’s products, and customer experiences. Seeing that breadth and impact made me realise I would never be bored as a marketer.

creativebrief: What do you think makes a successful career in marketing?

Alex Sonnenberg: A willingness to adapt. Fifty odd years ago Ogilvy talked about ‘we sell or else’and how the advertising world was being divided between direct response advertisers and general advertisers. A line was being drawn between the future and the past. And that’s still true today – there’s always a line, and it’s always moving. Successful marketers will continuously adapt and learn to ensure they’re on the right side of it. It’s hard work and, if you lose focus, you get left behind.   

creativebrief: And who is a great example of this?

Alex Sonnenberg: I’m sure there are some in most organisations when you look. They’re the ones talking about cool results instead of cool campaigns. The ones who want to understand how all activities have an impact and won’t accept the idea that ‘it can’t be measured’. Despite the sea of data available today it’s only a few who really understand it and use it to create genuinely impactful work – those are the ones currently on the right side of the line.

creativebrief: What do you think are the main challenges facing marketers today?

Alex Sonnenberg: Measurement. Specifically, moving beyond marketing activities and their effects sitting in isolation. For example you can’t always measure brand awareness, e-commerce rates and proposition changes separately – they’re all linked. When you can tell that whole story it helps pull people out of silos. And when you can’t then you’re leaving the department open to contradictions, skepticism and worse of all: marketing by committee. If there is no coherent story for the rest of the business then expect comments like ‘my cousin’s friend doesn’t like it’ creeping in and shaping what you do.   

creativebrief: How do you keep up with constant stream of innovation in marketing comms?

Alex Sonnenberg: Firstly (shameless plug, but true) is LinkedIn, which has become my go to online site for industry news. Secondly is my network, I have a really good group of people outside of my organisation that I can discuss and share experiences of new innovations. Your network can be invaluable in working out the difference between what’s just an innovation and what’s going to really impact your results. 

creativebrief: How does this impact your relationship with agencies?

Alex Sonnenberg: Agencies have a positive role to play in keeping you up-to-date as they have a vast array of clients and experiences to draw on. The key is giving them the chance to share it. In return they should appreciate that clients are capable of suggesting new ideas without becoming defensive. It needs to be a two-way exchange but the onus on making it work is on the client. As the ultimate owner, you need to be able to guide your agency and help them understand your business needs so they can give you the best advice.

creativebrief: How do you know if you’re getting the best from your agencies?

Alex Sonnenberg: How they respond to lower budget work. It’s easy to get excited about big budgets, but one of the greatest tests is when budgets are tight and the quality of ideas and passion from your agency remain the same. That’s a good indication that they really get your business and believe in you as a client. It’s at times when budgets are low that you find out who your best agencies are. 

creativebrief: Of your recent work, what makes you particularly proud and why?

Alex Sonnenberg: Moving to Madrid to work on a start-up was a scary moment. I left a job with good prospects for something that could be amazing but was a risk. I remember signing a 12-month lease on an apartment and thinking I probably wouldn’t be there to see it out. There were some challenging times but it became a success and I’m proud I took the chance to be a part of that.

More recently is when I joined LinkedIn, I was overwhelmed at seeing how people where using it to create these transformational opportunities. What some members have achieved with the platform is unbelievably inspiring. I’m proud that I’ve been able to bring a lot of those stories to market and help show others what’s possible.  

creativebrief: How do you think marketers can raise the profile of marketing within their organisations?

Alex Sonnenberg: If you want marketing to be taken more seriously, start with finance. Build strong relationships with them to make sure they understand the impact of your work on the business. That way they’ll see the positive long-term impact marketing can have on the bottom line, and not just a cost centre.

creativebrief: Do you see yourself as a generalist or a specialist, does it matter?

Alex Sonnenberg: In all industries there’s a need for both – sometimes you need a GP and sometimes you need a heart surgeon. Ultimately you need to do what’s right for you. I personally take the view that the best leaders have become generalists after spending time specialising in a variety of areas through their careers. That’s the path I’d like to follow.