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News And Views

News & Views

James friend blogpost
  • 27 August 2019
  • James Friend

From Bars to Brands

If someone had told me a year ago that in one year I’d no longer be working as a mixologist in bars and I’d be working for some of the biggest drinks brands in the world, I’d have been more likely to believe someone telling me Scarlett Johansen wanted to marry me...

Coming from a background of working on an up-close-and-personal level with alcohol (without sounding like an alcoholic), it is so exciting for me to be working with some of the brands I’ve spent years selling on a much more intimate level.

My usual day at 3 Monkeys Zeno starts with a coffee, reading all the papers with the Editorial Team. By doing this we can spot any trends or opportunities that would suit one of the many brands we represent - and also be on the lookout for any coverage. I recently secured my first piece of hero coverage for Schweppes - a fantastic feature in the Daily Mail that took us ages to push over the line, so it was really rewarding both for me and the team.

The biggest part of my job is working with influencers. I do everything from identifying the right people (by using some of the many tools we have at the agency), to approaching them and most importantly, working with them to create some exciting and authentic content that best showcases the brands we work for. For example, I work on Blue Diamond Almonds which creates dairy free Almond milk, so I’ve worked with a range of health and fitness influencers and dairy free champions to create recipes people wouldn’t necessarily think of using with the product. Likewise, if we have a new product or a particularly relevant calendar hook, I sometimes send them beautifully presented hampers with our products in them and invite them to events we have arranged for our clients.

The hardest part of PR for me was learning all the jargon. Someone came up to me on my first day and asked me to look at a ‘deck’. Now, for those of you not aware what this is – it’s a shortened, more ‘client-facing’ word for a PowerPoint Presentation. At the time I was trying to work out which area of the office was floored with outdoor wooden slats…

I very much fell into PR, but I’ve thoroughly enjoyed it so far and I really relish working in such a fast-paced, friendly and team-driven environment. For anyone looking to work with some awesome people, fantastic brands, and have the opportunity get immersed in creative and strategic thinking – PR is definitely for you.

James