The Tech Firms Changing TV Advertising in 2018
Chris Onslow is the International Sales and Marketing Director at Tam Beauty Hair.
Chris Onslow of Tam Beauty Hair
The role involves developing and distributing FMCG branded health and beauty products across the globe. Chris has worked with brands such as Target Energy Shots, DGJ Organics and the world’s best-selling hair colour remover ColourB4.
Tam focus on creating and formulating products to deliver to consumers via mediums such as TV advertising. With plenty more unique products in the lab and such a successful marketing career under his belt, Chris has provided this exclusive and inspirational interview to The Living Room.
We get to grips with what inspired Chris to become a marketer, how digital is revolutionising the industry, the most influential and recent changes to the field and what to consider when implementing a new marketing campaign.
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What inspired you to get into the world of marketing?
I was inspired by TV commercials and how memorable the good adverts were. I became Brand obsessed as a teenager and that led me to want to build brands and understand consumer brand behaviours.
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How is the digital world changing the way in which brands are marketed?
It changed control. The Big companies, Agencies and Brands saw Bloggers/Vloggers and consumers take control. Demanding better service, value and speed. There are no rules or traditions to marketing and it is a global market at a click!
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Is TV still the most powerful medium despite the rise of digital media?
No. TV is part of the mix. TV does not mean adverts, TV still has great reach but Smart TV and Catch up means TV is an ever-changing medium.
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Other than TV, what do you believe are the other key channels that advertisers can currently utilise to most effectively market their brands?
Distribution is now totally Brand specific. There are many more platform’s from Social Media to Trip Advisor the only constant is WOM.
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What have been the most influential changes to the marketing industry in recent times?
It is unmistakably the world wide web.
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What changes can we expect to see in the marketing industry in the next 5 years?
Sponsorship. I see brands aligning with Sponsorship to improve reach and conversion to their targeted audience.
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Which marketers over the last 10 years have made the biggest impact on the industry?
The pioneers, first movers on the web taking over traditionally safe markets (held by household retailers like M&S) like Clothes (ASOS), Books (Amazon) and Insurance (Compare the Market).
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What are your favourite TV adverts and why?
John Lewis Christmas – softly selling brands through emotion
Aldi – converting Brand loyalists to a value proposition
Compare – creating a brand out of a traditionally dry product
GAP – unmistakable style
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What are the most important things for advertisers to consider when implementing a new marketing strategy?
Ditch the past. Consumers are so educated and have such access you need to be in touch today with your target, historic campaigns will have little benefit.
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Outside of work how do you like to unwind and relax?
Songwriting, entertaining, ticking items off the bucket list.
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