Ashley Vinson: "Agencies often forget why they're doing the work"

[Music] hi I'm Ashley Benson I am chief marketing officer of my tomorrows here in Amsterdam how was your experience been a Tom Graham so far compared to last year last year obviously was a lot of fun I was given a lot of Hell for my damn thing and I hadn't expected to dance but I knew this year at on-brand I had to work some dancing in so I did but as always the Umbreon event is really fun and I love being at an event where it's really marketing focus it's not talking about digital or tech but it's really for us marketing nerds and that's why I love coming to home brand so you've gone from agency life it's a better life and I working at a medical company yeah it's a it's been crazy it was you know working at the agency and being the one that's always pitching the work you you see the world from a different way you're thinking about all right how can it's always about how can you sell the client and I think that's why I wrote the speech I did because I realized and sometimes in our quest on the agency to sell the work we forget why we're doing the work and the great thing about when I went to Twitter is that I took the agency experience and went to Twitter and suddenly I was kind of the person in between between the client and the agency because we were the platform so it became a bit of a different role and it really taught me a lot about the world of media and how media is bought and also it gave me a different perspective on marketing whereas before when you're working at the creative agency you you see the work and you get the work out but you never know really what happens with it because none of us to actually look at the numbers and then suddenly to go onto the Twitter side you're now looking at the numbers and seeing it and so all of that experience really prepared me to go client side and work for this startup company in Amsterdam but now being on the client side the greatest thing is I get to implement exactly what I think we should do and of course the bad side is that if we do implement it and it doesn't work it's ultimately my fault but I you know you take the good with the bad what is beyond the famous today I think when I look at what I looked at the agenda it's also thinking about the future how can we be doing better and I think a lot of events are end up being retrospectives on how awesome they were and really what you guys are looking to do is to see how can we push it forward how can we make marketing better of course that goes to support the technology and the software that you've developed but that's actually why you developed it is like how do we take the brands further and I think the event here today actually underlines that core brand promise and actually makes it real [Music]