Quote: “Ooo you know what we could do…” – Forever coming up with crazy, new ideas for EAST VILLAGE.
What’s been your favourite marketing trend of 2021?
As we emerged from the shocker that was 2020, hopeful about the return of our lost freedom in 2021, I knew that brands would need to really harness the power of community spirit. Building on those heart-warming lockdown moments, the ‘shop local’ message continued beyond our enforced imprisonment, and we even saw bigger brands getting involved. I think my favourite of these was Tesco, who truly ‘read the room’ with advertising that stated: “Pubs have had it tough this year. That’s why, for once, instead of telling you about our fantastic deals, we’re using this space to ask you to support them instead (as long as you feel safe to do so). Because right now, every little helps.”
Your favourite cultural moment?
It’s a recent one for me – maybe because it’s so raw! The return of Carrie, Miranda and Charlotte has been an absolute highlight of the year; bringing with it a beautiful nostalgia, at a time when we’re all feeling a little disjointed. Yet also reminding us how far we’ve come with so many of life’s big issues. I know there have been mixed reviews online (who am I to listen to the social media narrative anyway?!) but I, personally, love how they’ve integrated their relevance – awkwardly at times, because that’s how life is. Big (sob!) with his lockdown rituals of his record collection and Peloton (don’t talk about it!) rides perfectly sum up the madness of the past two years.
Fave EV moment?
There have been some brilliant moments at EAST VILLAGE. – we’ve won some incredible new clients, landed insane coverage, and seen the return of events. For me, though, the big highlight has been growing to a team of eight. Over the past few years, we’ve been six and seven – including placement students from university – but becoming a full team of eight (and still growing) has really been a moment of pride for us all. As we all know, the past 24 months have been somewhat testing but every single member of this team has remained dedicated to the business and their clients, has shown up for their teammates, and is part of a really exciting journey. I couldn’t be prouder!
Favourite film/television series of 2021?
Without any hesitation… Succession. I was hooked from series one, so extremely excited to see the Roy family return in 2021. It’s simply genius: awkward, uncomfortable, fast-paced, clever, cringeworthy, and addictive. It’s rare that I stick with a programme when I have to wait for it every week – I much prefer the box-set-binge – but Succession is worth every painstaking hour waiting for the next episode.
What’s a song that will always remind you of 2021?
I mean, 2021 has absolutely been the Year of Adele, hasn’t it! I’m not particularly a mega-fan and haven’t even listened to the album yet (don’t shout at me… when you do think I’ve had even five minutes to do that?!) but I have loved watching her return. She’s taken music back to the old school but using everything that new technology offers when it comes to promotion. Seeing her as an absolute powerhouse control the narrative around her return, release *that* Instagram Live (will the Peppa Pig duet ever happen?), and perform an ‘Audience With…’ has reminded us all that there’s life beyond a Spotify release. So, I guess my song for 2021 is ‘Easy On Me’ as it’s extremely catch and marks the return of an absolute superstar!
What was your favourite purchase of the year and why?
Ooo this is a difficult one because I love to shop! I guess I have two: one personal and one business-related. Kicking off with the latter, this year I invested in a new website for EAST VILLAGE., which might seem like an odd ‘purchase’ but given that we launched eight years ago with a ‘website built by a friend’ and have then fumbled our way through updates and SEO, it was great to invest the time and money into our own site. We worked with JQ-based Swof Media, who were a delight to work with and I just cannot recommend enough!
My favourite personal purchase is booking my wedding! Olly and I have been engaged for a few years, had a couple of venue dramas (including one being sold during lockdown), and we’ve toyed with everywhere from the Cotswolds to New York City. In the end, we’ve opted for one of the coolest venues around, which also happens to be local, so bring on the big day!
What’s a valuable lesson that you’ve learnt this year?
I’m someone who absolutely loves change – I see it as an adventure and the chance to try something new. That’s why EAST VILLAGE., despite all the challenges, has thrived and grown during the pandemic. I think so many people came into 2021 assuming that Covid was over, and things would ‘return to normal’, but as we face another uncertain period (and dare I say, maybe a lockdown again?) it’s safe to say that you should never assume. As a business owner it’s so important to be flexible; be ready to adapt; question yourself and those around you; happily fail; and take in every single learning. We’re all on a journey and every turn in the road might just lead to something incredible!
Sum up 2021 for you in 3 words.
A wild ride.