How would you describe what you do?
Research. I search for then share information which can be used to shape strategies, but also create new ideas. A lot of what I do is documenting what brands, businesses and their buyers do. As Rosie and Faris from Genius/Steals said, “nothing comes from nothing”. Ultimately, my role is to add inspiration throughout the creative process so we can make effective work that people outside the industry talk about.

What recent project are you most proud of?
As a proud Brixton Finishing School graduate I’m ridiculously excited about the podcast I host, No Stupid Questions, helping those interested in advertising better understand the industry. The theme for Season One was “success isn’t always getting it right, it’s learning”. Grace Francis, Chief Creative and Design Officer at Wongdoody, was a guest and spoke candidly about the difficult lessons in their career. I’m personally inspired by Grace’s commitment to their craft, to kindness and genuine desire to design a better, richer world. I’m incredibly grateful for the opportunity to chat.

What kind of skills are needed to do your role? And would you say you need specific training to do what you do?
I don’t think you need specific training before you start the role. I would follow your interests because they’ll probably build transferable skills. I spent time as a researcher for film production company SLNDa, co-founded by Ashley Walters and Najan Ward. Conducting research, writing briefs and presenting work to deadlines are skills I developed there, and use now.

As a planner, I’m aware of different approaches to strategy. If the senior team member you work with has a particular style, try to adopt it so you can meet their expectations and expand the way you think.

While I don’t think you need specific training. I’m now a year into my first full time planning role and I have gone to a variety of sources to support my planning education. I’ve listened to industry podcasts like On Strategy Showcase by Fergus O’Carroll, attended courses such as Hoala on Brand Planning and engaged communities like Group Think.

For me, soft skills are necessary. Listening, self-awareness and a positive mindset help me manage the fast pace and high expectations in the workplace. Listening more and talking less creates space for understanding. Being alert to verbal and non-verbal communication styles helps to manage interpersonal connections. Lastly, action follows intention, by maintaining a healthy mindset it’s possible to sustain a strong output.

What’s your favourite thing on your desk right now?
My desk is clear. At work there is an Agile working policy so we clear desks every evening. Recently we’ve been working from home but I’ve moved home six times in six months, so most of my belongings are in storage or suitcases.

My laptop desktop (above) is filled with exciting projects. Today I was flicking through a folder full of images shot by photographer Yasin Osman for a collaborative project raising awareness on the critical relief effort attempting to end the Somali famine.

If you could pick one meme to describe what it’s like to work in planning, what would it be and why?
(Below) The moment you finally find something interesting. Instantly, you recognise a new way of thinking about people, the category or wider world is uncovered.

How did you land the job?
Gillian Morrison, affectionately known as ‘the fairy jobmother’ by Claire Strickett at adam&eveDDB. Gillian and I connected on LinkedIn, within two or three weeks I had received an offer from my current employer. Beyond securing a role, Gillian has been a career coach. She genuinely cares about placing talent in the right environment for them to grow. Despite being a junior, Gillian consistently finds time to support me both personally and professionally.

My tip to land a planning role is to find yourself a Gillian. That’ll only be possible if you’re clear about what you want to do and where you’d like to work. Then, you can talk about your next steps confidently.

What was your journey like when you were first starting out? Did you find your feet quickly?
I’m still on that journey. I think progress requires two things. First, building trust. Second, persuading people to give you tasks that would be faster for them to do themselves. In my experience, trust is gained once people have seen what you can do. 


If you could pick three things that you’ve found useful or inspiring to your work or career, what would they be and why?
First, John C Jay’s Instagram account for inspiration because his captions are stories and the stories are his experiences, but they seem like real-life fantasies.

Second, volunteering at The Avenues Youth Club. It grounds me. It’s humbling to be reminded that young people don’t think about us (advertisers), even though we obsess about them.

Third, the Nike Trained podcast which is part of my self care routine. It’s habitual listening that allows me to better understand the connection between mind and body so I can show up at my best.

What would you say has been your biggest challenge along the way?
There are instances where I’m passive. I have to unlearn being silent so those around me are comfortable because that behaviour creates discomfort within me as my view goes unheard. Now, I’m building confidence by speaking up and reminding myself that we all have valuable contributions worth being listened to.

What has been your greatest learnings with making money and supporting yourself as a creative?
Save. It could be £10 or £100, just put money away at any point you can across the month. Tomorrow is a different day, so make sure you’ve got some savings to support yourself.

Also if money is a worry, find creative ways to make additional income. For instance capitalise on your interests, I was recently cast as the women’s lead for a Sports Direct ad campaign, Don’t Stop Moving. I was selected based on my experience managing a calisthenics community which delivered London’s first adult gymnastics class. The community also offers training sessions to over 300 young women aged 13-16 as well as workshops to young people in PRU’s and Youth Offenders programmes. I believe in the power of movement to shift mindsets and change lives so I put myself in spaces where my experience is valuable.

What’s the best career-related advice you’ve ever received?
“Choose a boss not a job.” Wise words handed down to me from Tarek Sioufi. My advice is to never lose sight of your strengths, play to them. Those thoughts are inspired by Kiessé Lamour.

What advice would you give someone looking to get into a similar role?
You probably know what to do, but feel nervous about taking the next step. Just fucking do it. Speak to people who are doing what you want to do. And message me on LinkedIn.