Meet Tori Kirwan-Taylor, our marketing account manager and copywriter. 

What three words best describe you?
Insightful, Adaptable, Fun-Loving

You studied English at University; how did you move into marketing?
English is great for developing general skills - communication, thinking analytically and insightfully, all useful skills to have but not specifically related to one particular career path. After uni I was keen to get into publishing, and marketing offered another way in. I was also attracted to the variety of a typical marketing position and the creativity involved. I decided to study for a diploma from the Chartered Institute of Marketing, and with that under my belt got my first marketing job.

What aspirations do you have for your career in marketing?
Over the past year I’ve become immersed in the world of branding, and I love it. Effectively communicating the essence of a brand through written communications is a real art... I want to continue to build a portfolio of outstanding copy, getting the tone of voice just right every time, whatever the brand. Getting some big name brands in there would make me happy.

Getting James to admit that he’s wrong about something is pretty high on my list too. Not sure which goal is more realistic!

If you could market any company, who would you choose and why?
I’d love to be involved in marketing a music festival; you’d have to be as creative and off the wall as possible to sell a weekend of pure fun, tapping into the excitement and buzz that surrounds the whole festival season. Having an appreciation for the product you’re marketing definitely helps - you get to inject some real passion into the campaign. Any festivals out there looking for a campaign plan for next year? I’m your woman.

What is the best piece of marketing advice you could give to a business just starting out?
Form a plan and follow it through. In my experience marketing is sporadic at best for a lot of small businesses. Even with a small budget, planning a series of well-timed marketing activities is hugely beneficial.

What do you find most challenging about your job?
Working within a team of creatives is usually inspiring and fun... there’s never a dull moment. Creatives are also perfectionists, and constantly striving for perfection is challenging! Pushing each other to do better is what we’re all about - I guess it’s part of the James Good culture.

Resisting the chocolate Hob Nobs can also be a real challenge... and the inevitable caffeine habit that comes with working at James Good is hard to kick.

You worked previously in a publishing company, how does working in the world of design compare?
The interesting thing about working in marketing is that you get the opportunity to work in a huge variety of organisations. I’m passionate about literature, so working for a publisher was rewarding, and I’m glad I’ve had experience of working in the Arts. Most James Good clients are B2B, but although the work we produce is for a more corporate market, the work environment is still very much creative, which suits me.

If you could name one company, who would you say markets themselves best?
I’m reluctant to say this because it’s so predictable... but my honest answer is Apple!

I think that Apple’s fiercely loyal customer base is testament to the success of their marketing, especially their branding. If people are willing to pay twice as much for your product over a competing product, and argue with their friends over the brilliance of your products, you’ve definitely got it nailed. Unfortunately I think that the rise in popularity is breeding complacence, certainly when it comes to customer service, so it’ll be interesting to see where they go from here.