Cal­lum is a Mar­ket­ing Ad­vi­sor at Hutt City Coun­cil, where he gets to ex­er­cise both his cre­ative side (hav­ing stud­ied de­sign) and his an­a­lyt­i­cal think­ing.

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How did you come to be in mar­ket­ing? Did you al­ways want to be a mar­keter?

I came into mar­ket­ing af­ter hav­ing stud­ied De­sign at Massey Welling­ton. Im­me­di­ately af­ter get­ting my re­sults I was off on my OE to the UK, and looked for any job where de­sign ex­pe­ri­ence would en­able me to get a foot in the door. That hap­pened to be an en­try-level mar­ket­ing role and the rest is his­tory!

I love that mar­ket­ing sits at the in­ter­sec­tion of cre­ativ­ity and logic, as it means I’m able to ex­er­cise both cre­ative and an­a­lyt­i­cal think­ing. The way we com­mu­ni­cate is al­ways chang­ing, so I don’t think this will ever be a bor­ing ca­reer path.

If you had no bud­get con­straints, what tech­nol­ogy would you like to utilise in your or­gan­i­sa­tion?

As a huge nerd, I think the op­por­tu­ni­ties aris­ing from tech­nolo­gies like VR and AR are what I’d like to ex­plore most. We’re in the early days now, but be­ing able to over­lay dig­i­tal in­for­ma­tion onto the real world through AR has prac­ti­cal im­pli­ca­tions on how our cities might func­tion. With VR, the abil­ity to ‘tele­port’ a cus­tomer to a place or ex­pe­ri­ence is an ex­cit­ing cre­ative op­por­tu­nity.

Tell us about the best op­por­tu­nity that has come your way so far?

Last year I was lucky enough to as­sist our events team in bring­ing to life the in­au­gu­ral High­light: Car­ni­val of Lights. De­liv­er­ing a brand new event of its scale was a chal­lenge, but we blew past even our own lofty ex­pec­ta­tions and at­tracted 4x the at­ten­dees we an­tic­i­pated! I’m now hard at work pre­par­ing for this year’s it­er­a­tion and it’s just as ex­cit­ing and re­ward­ing.

If you could be a mar­ket­ing su­per­hero, who would you be and why?

Seg­men­tor – with the un­canny abil­ity to in­stantly tar­get any group with a mes­sage highly rel­e­vant and tai­lored to their wants and needs (oh, and the abil­ity to fly).

In your opin­ion, why is mar­ket­ing im­por­tant?

Mar­ket­ing ar­tic­u­lates the per­son­al­ity of an or­gan­i­sa­tion in a way that is mean­ing­ful to cus­tomers, and con­nects peo­ple with prod­ucts and ser­vices that im­prove their lives. I also be­lieve a more sub­tle but in­te­gral value of mar­ket­ing is in hold­ing an or­gan­i­sa­tion ac­count­able to their val­ues, their cus­tomers, and their com­mu­ni­ties.

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