Creativebrief: Could you outline your career to date?
Susie Jacques: As I think happens with a lot of people, complete accident. I always wanted to get into marketing so when I graduated, I got a joint sales, project management role for a small independent outdoor advertising company. After a couple of years, they happened to be part of a bid to work on the Olympics. I was seconded into CSM’s event business Icon who had the local contract for public artwork but also look and feel, dressing venues. If I’d graduated two years later, they wouldn’t have wanted to put me in that role.
I did a year and a half on the Olympics. I managed the design and planning for all the London look and feel and then did the same for other venue cities, Newcastle, Weymouth, Cardiff. That was project management focussed because it was banners, huge building vinyl’s, public art spaces. Each venue city was very different, with lots of very intricate project elements to deliver.
After the Olympics, Icon’s sister agency Fast Track had won some business with Jaguar Land Rover to activate Land Rover’s global sponsorships and [so I] moved internally to work on their rugby sponsorship. As a rugby fan and someone who loves sport, [I] just happened to nestle my way across the office onto that team. I did the Lions tour in 2013 in Australia, World Equestrian Games in France. But all of that was building up to the World Cup in 2015. I started as an account manager then got to SAM so for the World Cup had more of a senior role developing the campaign rather than just being boots on the ground.
We grew from a team of four [to] 18 that ended up working on that account, which was the biggest sponsorship Land Rover had done to date. We worked with their ATL team on the idents and TV sponsorship but also ran their employee engagement around the tournament. Land Rover is quite an easy brand to sell because they’ve got such a clear identity purpose. Everyone knows their product and people who engage with them really, really engage with them. The fit with rugby is so obvious that it was a wonderful thing to be able to work on.