Creativebrief: As Managing Director of Portas what is your primary focus?

Caireen Wackett: Portas was started with a clear vision to deliver the best customer experiences through ‘Total Retail Communications’. It is my job to ensure that we continue to realise this vision, and of course create a successful business that is a great place to work in the process.

Creativebrief: Please share a para on your career to date – specifically talking us through the high points.

Caireen Wackett: I started my career brand side working for Paul Smith and then Harrods, both of which gave me a brilliant understanding of how retail businesses operate but also the power of a strong market position. Both are iconic brands that cleverly used brand behaviours to create a sought-after customer experience.

I joined Yellowdoor (now Portas) because that appreciation and understanding of creating a compelling customer experience across all touchpoints was at the heart of Mary’s thinking when she established the agency a few years earlier. And it continues to be our belief and approach today.

When we launched Louis Vuitton’s Bond Street Maison, we knew it had to be more than just another glossy store. We looked at what inspires and motivates Vuitton’s customers, and it was luxury connected to the art world. We brought in designers and artists to create installations and give talks through an association between Britain’s biggest art institutions. The word of mouth impact from that audience was enough to make it the biggest retail and luxury moment for many years.

That same year we launched Westfield which, in contrast, was about creating an environment where the masses wanted to hang out. This instead focused on the mix of offer, the coolness of communications and some ground breaking activations.

Creativebrief: Who are the people new to you (either within your business or externally) who have particularly impressed you in the last twelve months?​​​

Caireen Wackett: I am continually impressed by the team at Portas, and their passion and ambition for what we do. I also take my hat off to many clients who are facing tough trading conditions and are therefore having to rip up the rule book. I would imagine that can feel incredibly daunting.

Creativebrief: What has been your agency’s best work in the last year?​​​​​

Caireen Wackett: I believe we’ve delivered some fantastic work across all of our clients this year. I’m particularly proud of the brand and creative work we’ve done for Habitat – sales have seen double-digit growth and brand consideration has increased well ahead of the category. The key was helping Habitat to rediscover its purpose and building all internal and external comms from there. Advertising on its own doesn’t work anymore.

Creativebrief: Industry wide, what work has excited you most this year?

Caireen Wackett: For many years the high street fashion category has been predictable and boring when it comes to creative, but I think there’s been some really interesting campaigns over the last 6 months. Jigsaw, Lyst, Hobbs, and Farfetch have all released unexpected work.

Creativebrief: Who or what inspires you?​​​

Caireen Wackett: My family.

Creativebrief: How do you stay in-touch with the industry’s best work and culturally relevant news?

Caireen Wackett: Obviously trade press and social media are great ways to keep on top of what’s happening in the industry, but the best way for me to keep up to date is by speaking with people. I try (but am not always successful) to meet with as many people as possible, to hear their views and opinions. I find it fascinating to see trends and similarities of opinion and experience emerge.

Creativebrief: What do you think are going to be the main challenges for agencies in the next two years?

Caireen Wackett: I think the main challenges for agencies will be attracting and retaining great talent. We are only as good as our people and therefore creating an environment that attracts the ‘best in class’ of people who are culturally likeminded is key.

Creativebrief: How do you see the media landscape unfolding in the next five years?

Caireen Wackett: I think the question should be less about the media landscape and more about individual brand landscapes. We work with our clients on creating ‘total brand experiences’ that cover every interaction along the customer journey. I think this is the most valuable battleground for the next five years.

Creativebrief: What’s your attitude to the ‘traditional’ pitch? Do you think there is a better/more modern way?

Caireen Wackett: Over the last 12 months we’ve won two new clients without a traditional pitch. We met with their team, got along well, and were able to talk in-depth about their business and the right course of action for them. They know from our portfolio that we can deliver great work. I’d say this is a much better approach and I think that our clients would too.

Creativebrief: What’s the best pitch you’ve been involved in?

Caireen Wackett: When we pitched for Westfield over 8 years ago. Waiting in the wings, the computer melted and our 100-page deck was lost forever. Mary, myself and the team walked into a boardroom of 20 executives who’d flown in from Australia- with no slides. We spoke from the heart and won the business – just goes to show, if you know what you’re talking about that’s all that matters.

Creativebrief: In what ways do you think the industry can change for the better?​

Caireen Wackett: I think it could become more accountable and measurable.

Creativebrief: What’s the next big thing for Portas?

Caireen Wackett: We grew 33% over the past 12 months and the plan is to keep on growing. This means we’re attracting more and more people to our modest brood – and this is the most exciting thing for me. We are meeting new people who share our vision but bring new perspectives, skills and experiences with them. Get in touch if you fancy it.