The amazing thing about Integrated Live is that there really are so many amazing people giving the best advice out there in the marketing world. Even as someone working on the event, I spend my days in the run-up looking at which presentations I really want to see. I can't imagine what it's like for you!

That's why we're spending the next few weeks doing quickfire interviews with as many of the speakers as we can to give you a little insight into who they are, what they do and what they're going to be talking about at Integrated Live.

Next up is Charlie Ashe, digital strategy director at Ve Interactive.

What area of marketing do you specialise in?

Programmatic, though as this becomes increasingly all-encompassing I worry I will be made to be more specific down the line.

How long have you been with the company?

Two years with Ve, and before that 4 years with GDM (which was acquired by Ve).

How long have you been in marketing?

Six years. Before that I sold handbags for Prada, so some more direct marketing.

Why do you do what you do?

We live in a world where the use of data has moved from the playground of the data scientists to an everyday part of life. It permeates so much of what we now take for granted, as well as being used to map the genome and prevent the spread of malaria. While we may not be saving lives with our marketing, well not all the time, we are driving a lot of the innovation which pushes these developments.

Which marketing platform do you use the most?


If you could only use one marketing platform for the rest of your life, what would it be ?

Facebook is going from strength to strength. The combination of native content, rich media and data is looking quite powerful right now.

What is your favourite thing about marketing?

Human interaction is about communication. To try to do this at scale, between a company and individuals, seems a good enough challenge. The fact that we as people form emotional connections with brands is very powerful, but also leaves us as an industry a lot of scope to do it wrong. To be able to connect individuals and brands across borders, languages and politics we must be doing something right.

Is content still king?

I think we sit at a time where yes content is still king, but the source and our interaction with this content from the marketers point of view is changing.

In a sentence, what's your presentation about?

What the concept of user centric marketing is, whether we will get there and how data is key to it.

You can find Charlie's presentation on user-centric marketing in the Engagement & Experiential Theatre at 2pm at Integrated Live on 16 November, but you'll have to register for your free ticket first:

Eventbrite - Integrated Live

Originally posted on Digital Marketing Magazine