Carl Daruvalla, Director of Strategy & Insight, BAM Agency tells us how the student media landscape is changing, having drinks with George Clooney in Hollywood and his dream role as Manager of Portsmouth FC.
Tell us a little bit about BAM?
BAM is the UK’s most experienced student marketing agency, we’ve been connecting brands with the student market for over 15 years. We specialise in providing a complete student marketing service, delivering everything from strategy formulation, market research and media planning, through to media buying, campaign delivery and evaluation.
How is the student media landscape changing?
As always, the youth market is a gregarious one, and with the development and growth of technology, particularly mobile technology, it’s now a market that is constantly switched on, ready to interact and engage with brands. This change means there’s a lot of noise out there. However, this is a market which is inquisitive and very smart at deciphering those campaigns with authenticity, against those with little relevance.
Due to the change in how information is consumed, brands are beginning to up their game. Student marketing campaigns are becoming increasingly smarter and more creative, integrating a whole host of off and on-line channels. Although a testing time, if brands get it right, the student media can offer significant opportunities for brands to establish long-term engagement.
What new things will BAM be working on this year?
With many things already in the pipeline for 2014, it’s set to be a great year. We’re currently developing a brand new insight programme, which is a unique service providing us with a live feed on the trends and demands of the student market. Not only is this set to further enhance our knowledge of the market, but it will feed directly into our planning process to help us continue to deliver exciting, fresh and relevant campaigns for our clients. With this in mind we’re also seeing more clients appreciating the strategic consultancy we’re able to offer, so this is an area we expect to see grow.
How did you get into media?
I’ve always been fascinated by the psychology behind marketing, and when the opportunity came along to utilise my planning and analysis skills I never looked back.
What was your first job?
Admittedly, I was quite fortunate with my first job after graduating from university, working within the security arm of an Events Management company. The role involved touring around the UK with a host of celebs and sports stars - a great experience!
Favourite media campaign?
The philosophy behind Telefonica’s (O2) recent “Be More Dog” campaign is brilliant and I also love the classic appeal of Cadbury’s Gorilla campaign. However, in terms of inspiration Google Chrome’s “The Web is What You Make of It” has to be up there with my favourites. Featuring the fortunes of the likes of Jamal Edwards, who went from amateur cameraman to CEO of his own record label, the campaign really struck a chord with the youth market.
Best piece of career advice you’ve been given?
Take responsibility for your destiny, grab opportunities with both hands, and never give up.
Who is your media hero?
I’d have to say Mark Zuckerberg. His vision and determination to create the concept of Facebook and transform it into the world’s largest social network site has got to be respected. His work ultimately marked the take-off of social media advertising as we know it, and to lay the foundations whilst at university is inspirational even for today’s students.
Best industry resource?
BAM’s Insight Team - hands down the best resource in the market!
Who has inspired you recently?
The entire BAM team, we’ve achieved great things over past year and have got some really exciting projects in the pipeline - watch this space!
If you weren't working in media you would be….?
In a role combining my passion for sport and business - preferably the Manager of Portsmouth FC!
Tell us something we didn’t know about you?
I’ve been to Hollywood, had drinks with George Clooney and even 'baby-sat' Adam Sandler's dog.
Where do you holiday?
I love to travel and rarely go back to the same place twice - so anywhere with great food, great people and the opportunity to have a memorable time.
BAM is the UK’s most experienced student marketing agency. They have been connecting brands with the student market for over 15 years and during that time have established strong relationships with a diverse portfolio of clients. BAM specialise in providing a complete student marketing service, delivering everything from strategy formulation, market research and media planning, through to media buying, campaign delivery and evaluation.
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