DIG­I­TAL DI­VAS

Miss FQ - - Contents -

Who run the world wide web?

TEE TWYFORD Head of con­tent at Char­lotte Til­bury

Tee Twyford, for­mer ‘Gad­get Girl’ on TVNZ’S Break­fast, is pre­par­ing to step into a new role as head of con­tent for lux­ury Lon­don-based beauty brand Char­lotte Til­bury. “It feels weird talk­ing about it be­fore I start, but I’ll be re­spon­si­ble for cre­at­ing and man­ag­ing the brand’s con­tent strat­egy – ba­si­cally any­thing you see on­line or on so­cial me­dia,” she ex­plains. “I have a great team of high-per­form­ing con­tent, so­cial and video spe­cial­ists who will help me bring it all to life.”

The Auck­land Univer­sity of Tech­nol­ogy alum pre­vi­ously led the dig­i­tal mar­ket­ing strat­egy at Burberry Beauty. In­stru­men­tal in launch­ing the brand’s Dis­cover chan­nel on Snapchat (an in­dus­try first) and in bring­ing about a col­lab­o­ra­tion with Pin­ter­est which en­abled cus­tomers to re­ceive per­son­alised con­tent based on their own makeup rou­tines, Tee also had a hand in the cre­ation of a chat­bot that al­lowed users to vir­tu­ally ex­pe­ri­ence Burberry’s spring/sum­mer 2017 show at Lon­don Fash­ion Week via Face­book Mes­sen­ger. Prior to this she was liv­ing in Am­s­ter­dam, do­ing sim­i­lar work for Tommy Hil­figer. But it was her role as gen­eral man­ager and edi­tor of nz­girl that started it all.

“It shaped my ex­pe­ri­ence of the world of dig­i­tal,” says Tee of the on­line mag­a­zine founded by in­dus­try trail­blazer Jenene Crossan in 1999. “It opened my eyes to ev­ery­thing I love about the in­dus­try: the pi­o­neer­ing na­ture and en­trepreneurial spirit, the part­ner­ship be­tween in­sights and creativ­ity, the democrati­sa­tion of es­tab­lished in­dus­tries and the abil­ity to con­nect with other like-minds.”

It was Tee’s own en­trepreneurial spirit and her be­lief in the value of con­nec­tiv­ity that saw her and a friend team up in 2011 to cre­ate Cloud­sourc­ing – an on­line sup­port hub for New Zealand women liv­ing in the UK and work­ing in the cre­ative in­dus­tries. To date, ‘Cloud­sourc­ing’ has more than 650 mem­bers.

“A cloud is the term for a large mass of birds mov­ing to­gether, and that’s what the group em­bod­ies,” says Tee. “It’s an in­stant net­work of in­spir­ing girl­bosses.” As for women who in­spire her, Tee again cred­its Jenene Crossan. “She was a real visionary, cre­at­ing a plat­form for Kiwi women to con­nect dig­i­tally and be en­ter­tained and in­spired 16 years ago. I con­tinue to be awed by her.”

Who run the world wide web? Girls, says Phoebe Watt “I’m lucky enough to have a great team of high-per­form­ing con­tent, so­cial and video spe­cial­ists who will help me”

EMILY SHOR­VON Man­ag­ing direc­tor at Phan­tom

The first al­go­rithm cre­ated to be car­ried out by a ma­chine was de­vel­oped in 1843 by a woman named Ada Lovelace, now con­sid­ered the first ever com­puter pro­gram­mer. Se­ri­ously, if the Vic­to­ri­ans can do it, so can we!”

Meet Emily Shor­von, the 27-year-old co-founder of Lon­don-based dig­i­tal cre­ative agency Phan­tom. When Emily and three oth­ers launched the busi­ness in 2013, it was a five-per­son op­er­a­tion in a one-room of­fice in Soho. To­day, it boasts 40 staff, ex­pan­sive premises in Lon­don’s epi­cen­tre of tech, Sil­i­con Round­about, and a core client-base that in­cludes Sony Mu­sic, The Fi­nan­cial Times, Tate Mod­ern, and the one that started it all – Google. “They were our first ac­count,” says Emily of the global tech gi­ant. “They be­lieved in us as peo­ple – they didn’t care about us not hav­ing MBAS.”

Main­tain­ing the Google re­la­tion­ship is a key fo­cus of Emily’s job – mean­ing she has a hands-on role in de­liv­er­ing dig­i­tal so­lu­tions to their mar­ket­ing chal­lenges. The rest of her time (that is, when she’s not snap­ping self­ies with Mindy Kal­ing at a Cannes Lions af­ter-party or at­tend­ing panel dis­cus­sions at South by South­west), is spent strate­gis­ing Phan­tom’s next moves. Af­ter only three years in busi­ness, the com­pany is in the catch-22 po­si­tion of hav­ing to turn down mas­sive clients every day. “We could eas­ily be twice the size and do twice the amount of work that we do now,” Emily says. “But we are very se­lec­tive about what we take on.”

De­spite this, there is a ma­jor ex­pan­sion in the works. In early 2017, Phan­tom will open an of­fice in Auck­land, where Emily lived and worked as a project man­ager af­ter she grad­u­ated from AUT with a Bach­e­lor of Com­mu­ni­ca­tions de­gree. “The tal­ent within the New Zealand dig­i­tal in­dus­try is un­be­liev­able,” says Emily. “But for all their skill and am­bi­tion there’s nowhere for these peo­ple to go. We want to give them the op­por­tu­nity to be part of some­thing ground-break­ing.”

For a young woman in a male-dom­i­nated in­dus­try, Emily is re­mark­ably self­as­sured. She puts this down to her New Zealand up­bring­ing. “New Zealand has al­ways been ahead of the game in terms of rep­re­sent­ing women equally. It’s quite a ma­tri­ar­chal so­ci­ety in that be­ing a strong woman has never re­ally been seen as an unattrac­tive thing – good old He­len Clark. I’ve never con­sid­ered that be­ing fe­male should im­pact my suc­cess.” Nev­er­the­less, she re­mem­bers, when she was in her fi­nal year of high school, she was told not to pur­sue a de­gree in dig­i­tal me­dia. “Teach­ing, nurs­ing and law were the only ca­reer paths my peers and I were en­cour­aged to go down. Es­sen­tially the only com­puter-based sub­ject we had was this ar­chaic class where you learnt to type for your fu­ture job as a re­cep­tion­ist. It was very much like, books were for girls, com­put­ers were for boys.”

Emily now sees it as her job to dis­pel this myth. “We need to re­brand dig­i­tal. Take cod­ing – peo­ple think of it as this weird, ma­trix-type thing but it’s the most cre­ative dis­ci­pline in the world.” It’s a shame, she says, that some­thing must be la­belled cre­ative in or­der for a fe­male to think she can do it, but in this case, it’s the truth. “Maths comes into it but it’s more about prob­lem solv­ing and coming up with the best way to bring an idea to life. If you want to start gen­er­al­is­ing, that’s not a male skill at all,” she laughs. “That’s a f*ck­ing fe­male skill.”

KELLY MCAULIFFE Dig­i­tal edi­tor at Fq.co.nz

Kelly Mcauliffe never planned to work in dig­i­tal. “I al­ways wanted to be a for­eign cor­re­spon­dent – the turn­ing point was not get­ting into my first choice of elec­tive at univer­sity. In­stead of mag­a­zine jour­nal­ism, I was placed in the new me­dia class, which was, hi­lar­i­ously, what they called dig­i­tal me­dia back then.” De­spite ini­tial reser­va­tions she found she liked it, and af­ter teach­ing her­self to code she soon be­gan build­ing web­sites and blogs. “I loved the im­me­di­acy of on­line, how you could turn an idea into a story or con­ver­sa­tion and see peo­ple in­ter­act with your con­tent straight away,” she says.

Fol­low­ing a stint as an on­line edi­tor at the New Zealand Her­ald, Kelly moved to Lon­don, where she ran the gamut of dig­i­tal jobs – from fash­ion copy­writ­ing for a big depart­ment store, to work­ing for sev­eral tech start-ups, to be­ing a so­cial me­dia spe­cial­ist for lux­ury brands. She even­tu­ally landed her dream so­cial me­dia mar­ket­ing role at lux­ury on­line out­let store The Out­net, work­ing un­der her per­sonal hero, Net-a-porter founder Natalie Massenet. “Aside from hav­ing one of the best shoe col­lec­tions I’ve ever seen in real life, she’s the ul­ti­mate #Girl­boss.” says Kelly. “Never con­tent with medi­ocrity, she is al­ways look­ing to do some­thing new and ground-break­ing – I mean, she started Net-a-porter out of her Lon­don flat, us­ing her bath­tub to store prod­uct.”

From trav­el­ling the world to cover ma­jor fash­ion and celebrity events, to col­lab­o­rat­ing on projects with the likes of Vic­to­ria Beck­ham, Olivia Palermo and Chris­tian Louboutin, Kelly’s time at The Out­net was a se­ries of ca­reer highs. But re­turn­ing to New Zealand in 2015 to

launch Fq.co.nz was an op­por­tu­nity she couldn’t pass up. “I grew up read­ing my mum’s copies of Fash­ion Quar­terly, so to work here now is so spe­cial,” she says.

As a dig­i­tal edi­tor, Kelly is re­spon­si­ble for look­ing af­ter Fash­ion Quar­terly’s dig­i­tal touch­points, in­clud­ing its web­site, so­cial me­dia plat­forms, and email news­let­ters. This means writ­ing, edit­ing and post­ing con­tent, as well as work­ing closely with the ad­ver­tis­ing team to en­sure com­mer­cial obli­ga­tions are met. It makes for a var­ied and of­ten glam­orous job – re­port­ing from New Zealand Fash­ion Week one week, at­tend­ing beauty launches and in­ter­view­ing celebri­ties the next. “But there’s lots of desk time too,” Kelly in­sists. “Fill­ing out reports, op­ti­mis­ing the web­site, look­ing at an­a­lyt­ics and send­ing a mil­lion and one emails.”

She says the fast-paced na­ture of the job is a chal­lenge. “Dig­i­tal and so­cial me­dia are chang­ing all the time, so you need to be able to adapt.” But it’s also what she loves the most about what she does. “It’s an ex­cit­ing in­dus­try to work in be­cause there’s some­thing new every day – a new break­ing story, a new so­cial plat­form or a new way of do­ing things. There are never any prob­lems in tech, just so­lu­tions that haven’t been cre­ated.”

#

“I grew up read­ing my mum’s copies of Fash­ion Quar­terly, so to work here now is so spe­cial”

Top: Tee Twyford has helmed the so­cial me­dia strat­egy for many lux­ury global brands. Right: A smart­phone savvy crowd got snap happy at Burberry’s SS16 show in Lon­don.

Right: Phan­tom co-founder and man­ag­ing direc­tor Emily Shor­von at the dig­i­tal agency’s Lon­don of­fice. Be­low: Brand­ing is a big deal for the busi­ness.

From left: Kelly Mcauliffe at Fash­ion Quar­terly head­quar­ters in Auck­land; with Olivia Palermo at a bou­tique open­ing in Lon­don; at an event for The Out­net in Syd­ney.

Newspapers in English

Newspapers from New Zealand

© PressReader. All rights reserved.