7 Questions with Lauren Brush: ‘Time for marketers to roll up sleeves’

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In our current series of ‘7 questions with’, we present you, Lauren Brush, Senior Communications Consultant, Active DMC, who says the biggest challenge facing CMO’s – and any marketer – is keeping up with the digital transformation.


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What first attracted you to your current role?

Where to begin! Within my first few minutes of walking into Active DMC, I felt right at home. The people, the atmosphere, the culture, the ideas, the creativity – everything I could want in a team.

Further, Active DMC is Hotwire Global’s Middle East partner, so I was thrilled to have been given the opportunity to lead Active DMC, working across the globe with this all-star team while helping to drive and grow the business.

What has been the highest point of your career so far?

This very moment. I’ve been given a tremendous opportunity to drive the Active DMC team and the timing could not be more thrilling.

There is a huge opportunity for growth in the Middle East across all sectors, calling on a profound need for communicators. Now more than ever, we are seeing the c-suite invest their time and resources on marketing.

This is an opportunity for us as marketers to roll up our sleeves and demonstrate to our clients and potential clients the power of creative and effective communications campaigns.


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If you could restart your career from the beginning, what would you change?

I wish I would have made the decision – and had enough courage – to take my career outside of the US sooner.

I’ve only been in the Middle East for a year in half, but the experiences I have been a part of in that short time are invaluable. I’ve had the opportunity to be a part of the team to host Prince Charles for a day, be a part of the UAE delegation at COP22 in Morocco and, since I’ve joined Active DMC, I’ve been able to work across just about every region on a weekly basis. The UAE is truly a global hub, and it’s amazing to be a part of the thriving marketing ecosystem here.

What are the biggest challenges facing chief marketing officers in the year 2018?

The biggest challenge facing CMO’s – and any marketer – is keeping up with the digital transformation.

This transformation has a direct impact both on how people consume data and what data is available to us. In the Middle East alone, McKinsey expects there to be approximately two zettabytes of data by 2020.


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That’s greater than the estimated number of grains of sand covering the entire Arabian Desert! The challenge will be how we use all this data to our advantage and, most importantly, how to keep our brands relevant during this increasing digital adoption.

What is the one thing that you can’t live without?

My supportive network. Throughout my career, I’ve been lucky enough to be surrounded by people who push me to a better professional and marketer every day.

From my very first managers, to my family and friends and my talented team at Active DMC, the encouragement I’ve received has undoubtedly helped me get to where I am today in my career.

What is the first thing you do after waking up on a morning?

Besides heading straight to the coffee maker, the first thing I do in the morning is look at my calendar and set goals for the day.

I am an expert multitasker who also gets easily discouraged when I don’t cross thus a better consultant and team manager.


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What has been the highlight of your career so far?

Without a doubt, the highlight of my career thus far was being named PRCA MENA’s “Rising Star of the Year.” This designation is awarded to young individual with the greatest potential to become an industry leader of the future and who has achieved greatness already.

To be recognized for all I have done for the profession, the agency and my clients is such an honor and it’s further inspired me to be a better marketer and leader.