Katrina WARD-SMITH

Dir. of Brand and Mkg Comms | HUTCHISON 3

After completing a Bachelor of Management Studies in International Marketing & Accounting at the University of Waikato, this New Zealand native started her career in advertising. Spending nearly five years at Grey Worldwide, she worked with a wide range of clients including FMCGs, banks, councils and even a clairvoyant whilst in the role of account director. This put her in good standing to move client side which she did shortly after landing in London in 2005. She started working for Telefonica in 2001 just six months before they launched the O2 brand and quickly became Head of Advertising. A further promotion to the Head of Campaigns and Brand Experience meant she was responsible for all ATL and retail campaigns including most recently the popular 'Be More Dog', 'Priority' and 'Refresh' campaigns. Today, she is the Head of Creative, Media & Content at Telefónica.

questionnaire

 1.)     What was your very first job?  

 On graduating from university, I went to work for a fully accredited advertising agency, as an account executive in a small city in New Zealand. Given it was a relatively new agency, I ended up doing most things from writing scripts, directing, media buying, account management to running the financials. Bonkers, but it gave me a fantastic grounding. 

2.)     Please describe, in your own words, what your job is and what work it entails. 

Head of creative, media and content at o2 is a broad remit. Responsible for all creative from ATL to customer comms across all brand, sponsorship and trading.  Also responsible for planning and buying of media and ensuring it works with creative. Every day is different, and often the unexpected happens - it's a dynamic and constantly changing environment. 

3.)     How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery?

Partly coming from a creative family - interior designer, artist, landscape designer, jewelry designer. That said, there's also accountants in the family! I've always had an appreciation of the power of creating beautiful things from a thought.

4.)     In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

Its true inspiration comes from anything, anywhere; you just need to look for it. I'm curious. 

5.)     If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

Beyoncé tv ad - not because it won at Cannes but because it came from a great insight and resulted in a fantastic creative treatment. Despite crazy deadlines the process was relatively seamless. 

6.) What social media artist are you most influenced by?

Tasty (https://www.facebook.com/buzzfeedtasty/?fref=ts): they have really nailed the format for ‘foodspiraiton’. Snappy, quick cuts and usually 1min or less recipes. This format is really indicative of current best practice. Mobile first, clear branding, high pace, high engagement. 

Hunter Harrison (https://vine.co/HunterHarrison): a renowned stop-motion creator that has done some great work with the likes of Samsung to bring to life the rather uninspiring features and benefits of phones. E.g. Water resistance on the Samsung Galaxy: https://vine.co/v/M0MnwY12WeF

jury

Angela AFFINITA
Head of Creative & Production | WALT DISNEY
Balwant AHIRA
Creative Director | STUDIO AHIRA
Nil AKKURT
Head of Content & Online Design |ARKET
Anna AKOPYAN
Photo Editor | GQ
Lee ALDRIDGE
Creative Director | SPARK44
Paula Amaral
Creative Director | MCCANN Enterprise
Zamir ANTONIO
Creative Director, EMEA | TBWA\MEDIA ARTS LAB
Julia ARENSON
Head of Creative Production | VCCPBLUE
Ian ARMSTRONG
Global Head of Advertising | JAGUAR LAND ROVER
Marga ARROM BIBILONI
Global Dir. of Creative Digital Media | BURBERRY
Angela ASIEDUA
Head of Brand Marketing | RIVER ISLAND
Daniel ATKINSON
Creative Director | HUGO & CAT
Rosie BARDALES
Chief Creative Director & Partner | BETC LONDON
Elen BARNES
Marketing Director | TAG HEUER
Constance BARNWELL
Content Director | CHARLOTTE TILBURY
Noah BERNARD
Creative Director | SAMSUNG
Jim BLETSAS
Head of Design | LUCKY GENERALS
Karen BLOOM
Creative Director & Strategist | PINTEREST
Chris BOOTH
Head of Design | LEGO
Phil BOSHER
Head of Design | LEO BURNETT
Karen BOSWELL
Head of Innovations | ADAM&EVE DDB
Jeff BOWERMAN
Creative Vice President | BEAMLY
Director
Daniel BROOKS
Account Director | DELL
Rob BROWN
Executive Creative Director | MCCANN Worldgroup
Christophe BRUMBY
Senior Creative Strategist | AMPLIFY
Dino BURBIDGE
Director of Innovation & Technology | WCRS
Charlotte BUTLER
Head of Creative | MTV
Gabriel BUTLER
Brand Marketing Manager | AIRBNB
Alistair CAMPBELL
Executive Creative Director | WE ARE SOCIAL
Creative Director | THE CANNELLS
Sam CARTMELL
Creative Partner | OGILVY & MATHER
Head of Broadcast | FCB INFERNO
Executive Creative Director | THE GATE LONDON
Jon CLEAVE
Creative Director | TRIBAL WORLDWIDE
Ben COLE
Head of Art Buying | VCCP
Conor CRONIN
Head of Visuals | STELLA McCARTNEY
Hazel CROSS
Dir. of Communications | HOLLAND AND HOLLAND
Neale DAWN
Ass. Dir. of Creative Serv. | BODEN
Johanna DELLA-RAGIONE
Dir. of Content & Brand Partnerships | EASTMAN KODAK
Suzanne DONALDSON
Sr. CD Prod, Global Brand Imaging | NIKE
Aine DONOVAN
Head of Art Buying | BBH
Haley DUHOLKE
Sr. Brand Mkg Coordinator | STELLA McCARTNEY
Pascal DUVAL
Head of Creative | ASOS
Alexa EASTERBY
Head of Creative Production | TK MAXX
Abi ELLIS
Executive Creative Director | WUNDERMAN
Gary FAWCETT
Executive Creative Director | TBWA MANCHESTER
Andy FOWLER
ECD, Founder | BROTHERS & SISTERS
Head of Marketing, UK | RIOT GAMES
Debra GERRARD
Creative Director | LEGO
Claire GIBBON
Director of Creative Services | J P BODEN
Wandjina GLASHEEN- BROWN
Global Creative Director | JO MALONE
Nieal GREWAL
Beauty Design Director | UNILEVER
Tyrone HANNICK
Head of Digital | MOTHER
Voice Technologist | SIREN VOICE
Tom HIND
Head of Photography | BBC WORLDWIDE
Ross HOPCRAFT
Creative Director | BISQIT
Ed HORNBY
Head of Digital | VCCP
Kathy HOWES
Sr.Creative Prod.& Art Buyer | PROXIMITY LONDON
Lu HOWLETT
Head of Art Buying | IRIS WORLDWIDE
Karen HU
Head of Marketing | KIEHL'S Since 1851
Senior Business Director | IMPERO
Zara INESON
Creative Director | PORTAS
Michael ISKAS
Global President | THE STORY LAB
Chief Creative Officer | MADE.COM
Claudia JAEH
Creative Director | BB235
Martin JASKOLOWSKI
Head of Digital | CHIVAS REGAL
Tim JONES
Creative Director | BBC CREATIVE
Rasha KAHIL
Creative Director | BARBARA
Diane KAPLAN
Brand & Marketing Director | ORLA KIELY
Rosarie KING
Head of Creative | HOBBS
Mary Claire KIRWAN
Creative Director | LIPSY
Toby LAMB
Design & Brand Director | RICHARD JAMES
Giles LAMBERT
Creative Director | DOVE
Creative Director & Designer | SAINSBURY'S
Andre 'Dedé' LAURENTINO
CCO & Global ECD on Dove | OGILVY
Andre LE MASURIER
Executive Creative Dir. | GOOGLE BRAND STUDIO
Nicole LE-SURF
Sr Mgr Creative Services | STELLA McCARTNEY
Stephen LEDGER-LOMAS
Head of Production | BBH
Zoe LINES
Lead Campaign Creative | TED BAKER
Tracy MACASSEY
Head of Film | BROTHERS AND SISTERS
Amanda MACBETH
Creative Director | MOLTON BROWN
Al MacCUISH
Chief Creative Officer | THE SUNSHINE COMPANY
Charlie MacPHERSON
Lead Producer | FACEBOOK CREATIVE SHOP
Creative Director
Leo MARKS
Creative Director | MINI - BMW Group
Head of TV | MOTHER
Alex MATHIESON
Creative Director | ITV
Greg McALINDEN
Creative Director | AGENCY SPACE
Creative Director | 4CREATIVE
James MILLER
Head of Integrated Production | THE&PARTNERSHIP
Creative Director | BRAVE
Daniel MOOREY
Head of Photography & Illustration | ADAM&EVEDDB
Sophie MORE
Head of Marketing | BREWDOG
Alan MORRICE
Head of Art | NBC UNIVERSAL
Head of Film | GTB
Creative Head | CAMELOT GROUP
Group CD, Head of Visual Design | R/GA
VP Creative | SONY MUSIC ENTERTAINMENT
Ben PALMER
Creative Director | MR PORTER
Erasmo PALOMBA
Head of Art Buying | WIRZ
Ricky PARTNER
Global Head of Creative Serv. | THE BODY SHOP
Shaheed PEERA
Executive Creative Director | PUBLICIS
Ian PENDLETON
Creative Director & Co-founder | SHOW MEDIA
Ross PLUMMER
Group Production Director | R/GA
Rowena RATNAM
Marketing Director / Brand Consultant
Simon RICHINGS
Executive Creative Partner | ANALOGFOLK
Giles RITCHIE
Global Marketing Manager | BACARDI
Fabio RUFFET
Creative Excellence Director | BACARDI
Anna RUSSELL
National Brand & Retail Marketing Lead | AUDI
Eric SAMPERS
Global Brand Director | PERNOD RICARD
Eric SCHOEFFLER
Chief Creative Officer Germany | HAVAS
Tracy SEDINO
Art Director | LINDA FARROW
Silvia SELLA
Head of Activation Design | MULLENLOWE
Harry SHAW
Global Creative Director | GREY GROUP EMEA
Head of TV | THE SUNSHINE COMPANY
Francesca SIELER
Marketing Director | LULU GUINNESS
Laurent SIMON
Executive Creative Director | BBC CREATIVE
Eimear SINNOTT
Head of Brand & Mkg | HOUSE OF FRASER
Mark SLAUGHTER
UK Marketing Director | UBISOFT
Sam SOUTHEY
Vice President Creative Excellence | COTY
Angela SUMMERS
Creative Director | HOTEL CHOCOLAT
Digital Creative Director | SUPERUNION
Justine TABAK
Freelance Creative Director | L.K. BENNETT
Alex TALIKOWSKI
Head of Design & Activation | WCRS
Lee TAN
Executive Creative Director | MCCANN Worldgroup
Julie THYMANN
Head of Art | MOTHER
Martin James TICKNER
Art Director | LOVE MAGAZINE
Andrew TILLER
Creative Director | DJA
Steve WALLINGTON
Head of Brand Creative | HACKETT
Katrina WARD-SMITH
Dir. of Brand and Mkg Comms | HUTCHISON 3
James WARNER
Creative Director | URBAN OUTFITTERS
Laura-Jane WATSON
Creative Brand Manager | PRIMARK
Portia WEBB
Picture Editor | THE TIMES
Brand Manager | CREATIVE ASSEMBLY
Anica WISLAWSKI
Group Senior Head of Creative | NEW LOOK
Duncan WOODS
Sr. Creative Brand Manager | KAREN MILLEN
Bob WORKMAN
Sr VP Brand Partnerships | WARNER MUSIC
Tatiana ZHEREBKINA
Head of Marketing | GEROG JENSEN
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