Fiona currently Heads up Social in the UK for Ogilvy. She has successfully helped launched automated communications programs for American Express in the UK as well as leading the digital offering for Ogilvy in Kenya and the Ogilvy Africa Sub-Saharan Network. She has recently returned from a stint setting up an Ogilvy office in Nigeria, building teams to work across brands such as Coca-Cola, Mondelez, Gates Foundation, NBC Universal and American Express. We asked Fiona to nominate her digital hero
Who is your digital hero?
Rory Sutherland
How has their heroism helped drive digital?
Driving real impact and new ways of thinking in our industry is not always easy, but Rory’s passion when it comes to consumers, brands and the internet has been unparalleled. The way he talks about it, you get the sense that as a traditional copywriter, he might not have set the world on fire, but what he has done in helping bring a passion for behavioural economics/science, together with our understanding of brands and consumer behaviours has been phenomenal.
What are the biggest challenges in digital we need another hero to solve?
One of the biggest challenges that I think exists is around how privacy and data regulations are changing consumer behaviours and are making it harder for brands to track and measure activity across platforms and technology. Right now, there are recommendations emerging for how we can adapt and look for alternative solutions, but finding an opportunity to perhaps predict/identify outcomes from what we might already know seems the most logical – the person who cracks that will be a big hero for me!
What is your most heroic personal achievement so far in digital?
Helping a brand to move beyond traditional digital advertising into developing and rolling out dynamically generated content that was hyper-targeted.
