Meet Clare Heathcote, Nestle

Brands controlled?
Aero, Yorkie, Toffee Crisp, Rolo, Munchies and Lion Bar, to name a few.

What are your main priorities over the next 12 months?
To engage consumers and customers with our wealth of well-loved brands.

Agencies used?
JWT and Mindshare.

What are the main criteria you use when selecting an agency?
Obvious and unshakable passion for our brands, consumers and customers and the ability to generate an idea that ensures brilliant in-store execution.

Any advice to media agencies going into a downturn?
Always strive for more creative ways to infiltrate consumers' lives; it's not all about TV. Make sure you are clear on, and share and measure yourselves against, what clients are going to get for their investment.

How has your approach to ad campaigns changed as the media landscape develops?
We're fast-moving consumer goods - the clue is in the title. We need to be faster at realising great ideas and utilising new channels ahead of our rivals.

What has been your most enjoyable ad campaign to date?
The new Aero campaign. It's a single-minded, powerful idea that has been really easy to fully integrate across the campaign. I'm very proud of it.

How has your career background prepared you for your current role?
My store manager experience taught me that if store staff don't get the idea, then it will fail. My marketing experience has taught me that success is driven by brilliant execution and tenacity, not the finer strategic points.

Which medium can't you do without?
The web - it keeps me in touch with those I love and gives me "me-time" to gossip about over a bar of Aero.

Best/worst thing about working with the media industry?
Best: working with really talented people who thrive upon risk taking. Worst: trying to look knowledgeable in digital presentations.

Send profile suggestions to: arif.durrani@haymarket.com

This article was first published on Media Week