More than eight years in advertising and marketing has shaped Charisse Nel, currently client service director at Arctic Circle, into a branding jack-of-all trades. Her passion for client relationships and inspiring her team are what keeps clients' brands heading in the right direction. Contact her on tel +27 (0)21 486 8140, email , follow @shazzup on Twitter and connect on LinkedIn.
Charisse Nel has worked in various fields of marketing and advertising over the past eight years, but hates the word "advertising" - when people ask her what she does, she avoids that word like the plague as she doesn't feel she's in advertising.
After working in marketing and production, as well as traditional advertising, she broke away from the traditional agencies to join the more diverse brand solutions-centred agency, Arctic Circle
Charisse has spent the past year-and-a-half building a dynamic new client service team that is able to answer to the need for strategic, focused branding solutions, rather than being limited by the traditional account manager roles. She works with a team of creative thinkers and problem solvers - creatagists (creative + strategy) - that takes a business problem, analyses it, pulls it apart, listens to what people are saying, thinking and feeling and then crafts a long-term business solution. Sometimes making an ad falls part of this solution; sometimes it does not.
She has also focused, along with the MD (Reghard Goussard), on building a new client base that has seen the agency win some blue-chip clients.
Charisse is particularly passionate about providing clients with innovative solutions for a new age that are cost-effective and provide return on investment.
Contact her on tel +27 (0)21 486 8140, email , follow @shazzup on Twitter and connect on LinkedIn.
[Charisse Nel] I must admit I am feeling quite disillusioned with the state of affairs, and by 'affairs' I mean the lack of trust and integrity that is currently pervading the marketing and advertising landscape. I've been thinking a lot about where this industry is headed and I believe we need to redefine how we approach branding and relationship-building with clients in order to restore trust.
@Wayne - agreed. I think the only reason Agencies have become obsessed with hours is because this became the only currency with which to measure the work we do but the real measurement should be end results of campaigns. Dealing with Procurement though means that they are unfamiliar with the work, the success, the results of campaigns or work done so it becomes entirely tricky to talk to them in these terms of ROI or value add. Unfortunately the ones that hold the purse strings holds the power BUT what we need to realise is that the agencies actually hold the power since they are the ones creating the coins for that proverbial purse! I still truly believe that if WE standardise the way we negotiate fees and all stick to it then we have a better chance of survival than if we each go at it alone.
Agree 100% @Kevin when you say that their Boards are looking for pre-set max budgets. But when Boards are putting immmense pressure on bottom line return they need to understand that the same old, which have been used and didnt yield return, is not going to get them out of the hole that has been dug. The only solution is to be encourage out of the box thinking and demand their Marketing Directors to present different ideas that break the mould. Otherwise how else are they supposed to meet their objective of growing revenue. Its a chicken and the egg scenario in some ways. As soon as a few are brave enough to do, the rest will follow. So I think we should all be pushing our clients to stand up and offer new solutions to their Board of Directors putting the onus on the Board to fund & support new creative solutions.
@Prakash - ROI has been ignored too long and too much emphasis on the "pretty picture" and I have to believe this is part of the reason why clients shop around because pretty pictures can be found anywhere - but solutions that yield a return is where the magic lies! I have to believe that should an agency's campaign, strategy (whatever it may be) yield a return that clients will be far more likely to treat us with respect and not like "a one night stand" which leaves everyone feeling dirty and violated.
[Charisse Nel] Retainer has become an ugly word... say the word "retainer" in a client meeting and you feel the temperature drop, eyes are averted and you know you just said something wrong. Once retainers were the only ways that agencies operated; now it seems that fewer and fewer clients are willing to commit themselves to one agency for an extended period of time.
[Charisse Nel] I hate the word "advertising". Whenever I am at a social event and someone asks what I do, I mumble something about working in an advertising agency and hope I don't get the usual barrage of judging looks and comments about working for an evil team of brainwashers. Somewhere along the way, advertising lost its allure, its sense of glamour and its credibility as a service that solved business problems.