Where are you based?
What job do you do?
I am the owner of Sensethefuture Pictures, CEO & Founder
How did you get into marketing/communications?
I worked in the Sales and Marketing team at JPMorgan Chase and prior to this on Direct Marketing campaigns to build loyalty and response rates and quarterly strategic planning for Deloitte on the agency side, and in the Strategic Account Management team at Lowe & Partners Worldwide on Nestlé Petcare and confectionery across thirteen markets. It was in developing a cross-border platform, Conservative Friends of Poland, a Conservative Party affiliate, which I chaired from 2008 until 2013 where I cut my teeth on strategic communications, and also during a short stint at First Connex on marketing communications when we took a telephone directory inquiry service product and developed the proof of concept in Bahrain and the Emirates prior to rollout. Developing Sensethefuture Pictures as a brand in the broadcast space followed when I decided that changing the name from Potocki Communications would serve me well in positioning the business particularly as it is premised on the black swan theory in the broadcast space. In a nutshell, the company is a hybrid television and communications business that delivers unique storytelling for meaningful television and enables audience engagement.
What are you most proud of in your career as a marketing/communications professional?
I was involved in developing communications for The Polish Armed Forces Memorial project (http://www.polishforcesmemorial.com/) at The National Memorial Arboretum, and promoting the memorial in the British and Polish media; this was personally rewarding. I was decorated by the Government of the Republic of Poland and awarded the Pro Memoria Medal for my contribution. This is a Polish civil state decoration awarded by the head of the Office for War Veterans and Victims of Oppression. The award is for outstanding contributions in perpetuating the memory of the people and deeds in the struggle for Polish independence during World War II. I am proud of this even more so as my father was a radar engineer in the No. 304 Polish Bomber Squadron which fought alongside the Royal Air Force under their operational Command and operated from air bases in the United Kingdom serving from April 1941 as a bomber unit in RAF Bomber Command, from May 1942 as an anti-submarine unit in RAF Coastal Command and from June 1945 as a transport unit in RAF Transport Command.
How has marketing/communications helped the organisations you’ve worked for?
Three goals for our marketing activity are lead generation, brand building, and thought leadership. The purpose not only of marketing services but of developing communications (in addition to television programme development and delivery) that we supply is to engage the key targets and help encourage a part of their buyer journey. By sequencing exposure to the content that delivers the story, we aim to foster ever-building engagement with the brand. This type of messaging allows for the brand to take advantage of a range of formats and platforms through which the story is told over time in a relevant and respectful way. This also enables access to new audiences and for shoppable content to be made available to relevant target groups.
What challenges have you overcome on your professional journey to where you are today?
I was made redundant early on when a company I was recruited by went under six months after taking me on as Account Manager on a number of key accounts. I learned then that a job for life, as my father enjoyed in the civil service, was no longer an option. Economically, it was the time when the burst of the bubble took place, known as the dot-com crash, which lasted from March 11, 2000, to October 9, 2002. There were many casualties. Lehman Brothers recruited me for a period of time; I ran the Graduate Recruitment for Treasury Services as well as the CFO’s office but that wasn’t to last due to the recruitment freeze that put an end to both roles.
Do you have any words of wisdom for someone starting out in the marketing/communications industry?
Get your hands dirty, that’s the best way to learn. Read articles in the press about the brands you admire and the work they do. Get involved in their work either on the client or agency side. Become an invaluable member of the team early on.
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