Moments with marketers: Lachlan Pottenger
Marketingmag.com.au had a chat with Lachlan Pottenger, director at Market United. If
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What do you do?
Director at Market United Sydney. Previously creative director and co-founder of Clear Blue Day. They are both innovative digital agencies developing best of breed creative and technical solutions for brands and businesses.
What was your first job?
I worked as an usher at an independent cinema, I think this is where I developed my love of film, though I really could have been spared seeing Back to the Future III 200+ times.
What did you study?
I did a bachelor of visual communication back at a time when Macs were still little beige boxes with square screens. Our tools were an agile creative mind and the ability to focus a bromide machine.
Describe a typical day?
Usually a dawn surf starts my day. I catch the bus into work because I like to use the time to read, or make notes about projects I’m currently working on. The bus can be a surprisingly bountiful place for ideas. Once I’m in the office every day is different, but it always starts with coffee. Most days we’ll do a quick WIP with the team and then it’s all emails, design, meetings and brainstorms. The nature of being in a digital agency means that most projects have an aspect of something new and exciting to work on or research. I head home at a generally reasonable hour (ideally before 7.30) and once there often find myself sitting in front of my computer reading blogs I don’t have time for during the day, or working on my own projects – mostly photography related.
What is on the agenda for the next year?
Next year is going to be a good one. We have just consolidated three agencies into one and the growing pains of combining resources and processes is now over, so we’ll be moving forward with a revitalised team of creative individuals.
What brand do you love the most? Dislike the most? Why?
I guess there are no brands I particularly love, but I do love it when brands are open and honest in their communications. Having a transparent relationship with customers is so important given the nature and growth of social media channels. Take Vegemite. I love it, and I was pretty amused by not only the decision for the most recent product naming, but also the public response to it.
What do you believe has been the most significant moment in the history of marketing?
The invention of bottled water or YouTube, has to be one of these.
Where can people find you?