What I know: The Fifth’s Creative Director Candy Green
Candy tells us all about the creative team
We’re excited to announce that Candice Green is now Creative Director at The Fifth.
To celebrate her well-deserved promotion, we thought you’d all like to get to know Candy a little better. In order to do this, we asked her some questions about what she does, what she’s learnt since joining us and what she would like to see done differently in the influencer marketing space.
From leading the creative team to bringing to life a clients’ vision through innovative and engaging campaigns, here Candy tells us all about what it’s like to be a part of the creative team at the agency…
Sum up what you do at The Fifth in the shortest sentence possible.
My role is to lead the creative team to ensure we elevate the creative output of the agency and our clients.
Could you give us a bit of context on that?
We work on behalf of our clients to ensure their brand vision is brought to life through brilliant ideas, translating them into influencer stories that will connect with their audience.
What attracted you to the role in the first place?
Influencing consumers has always been at the heart of any advertising brief I’ve received and The Fifth’s proposition to work with those offering true influence felt like the next evolution of advertising. By working with influential talent who have built real and engaged communities around them, I saw an opportunity to develop ideas for clients that would connect and resonate with their audience on a deeper level than ever before.
Since joining The Fifth, what has been your biggest learning?
My biggest learning is that to create content that truly has influence you must take a collaborative approach to working with talent. Whilst it is incredibly important to ensure that the brand’s vision is never compromised, the best results come from brave ideas that allow talent to put their stamp on the content.
You were previously an Art Director. What have you been able to bring from an integrated communications agency to influencer marketing that you think is different?
My previous experience allows me to think about how influencer marketing fits in with the wider brand strategy, ensuring that there is an overarching idea that will connect with the brand story to give the influencer content a purpose. At The Fifth, we have developed an offering that allows us to either be incredibly reactive, fitting into the wider marketing plan, or to think strategically and create ideas that are big enough to define brands.
Which has been your favourite campaign to work on at The Fifth?
Our #HUNdredSociety campaign for HUN Wines was definitely my favourite. It was a brilliant example of how our creative brand ideas can go above and beyond by working closely with the talent to create authentic and unique content that will resonate with the brand’s audience.
How have you adapted to working from home and is there anything you want to continue doing when we leave lockdown?
Working from home has been great for providing breathing space when it comes to thinking about new ideas. As a team we’ve been great at keeping in touch and working together remotely but it has definitely given us a chance to get our heads down and crack some really interesting briefs. When we go back to office, I’d really like to encourage people to get away from their desks and find inspiration in new places.
As Creative Director, what would you like to see done differently in the influencer marketing space?
This has already started to happen, but I’d really like to see more clients considering influencer marketing as part of their wider marketing strategy as opposed to using it as a way to amplify an existing campaign or product with a test budget.
To create integrated campaigns that not only answer the brands objectives but truly connect with their audience, we need clients to be braver seeing the space as an opportunity to define their brand and have a real influence.
What would be a dream campaign or brand that you’d like to work on or with in the future?
I think there’s a real opportunity in the pet industry right now. As a result of the pandemic, there’s been a huge increase in dog ownership and lockdown has meant that more and more pet communities are forming online. Naturally there are leaders in this space, who offer pet brands the chance to talk to these communities. I would love to work on a campaign that focuses on the long term relationship (beyond the pandemic) that these owners need to build with their dogs and there’s definitely a chance for a brand to own this space.
As a result of the pandemic, there’s been a huge increase in dog ownership and lockdown has meant that more and more pet communities are forming online. I would love to work on a campaign that focuses on the long term relationship (beyond lockdown) that these owners need to build with their dogs and there’s definitely a chance for a brand to own this space.
Which content creator are you loving following at the moment and why?
I’m really enjoying the content that Oenone posts. I find her hilarious and particularly enjoyed her tongue in cheek take on tips for lockdown.