‘They Don’t Love You’ hosted its first ever event at none other than the prestigious Imperial College London. With 200 tickets purchased in advance of the big day, our team at TDLY had high hopes for ‘Basecamp 2030 – Marketing and Creativity in the Millennial Era’.

What was it?

Enthusiastic twenty-somethings presented their honest take on the opportunities and trials experienced first-hand in their respective careers. All too often, university students are sold glorified stories of dynamic job responsibilities, rapid career progression and an unparalleled company culture. The disconnect between students and company representatives, often widened by an age gap, makes it difficult for millennials to gain a true insight of what’s available to them and how to get there.

“Everything we do is born out of the pursuit of difference.” – Shail Mehta, BBH

Who was there?

From start-ups to global giants, companies of all sizes were represented (Post Collective, Quantcast, Mediacom, Makers Academy, BBH, Apple and GE)

Advice for aspiring marketers

“The start-up life is all about failing” – Ferdinand Prinz, Post Collective

Ferdinand Prinz, founder of Post Collective – an e-commerce platform selling affordable art – shared his top 10 marketing hacks applicable to most start-up models. Key drivers of success include mastering the user experience, investing in a launch event, reaching out to influencers and leveraging social proof. Using Tinder to illustrate the importance of user experience, Prinz explained how the novelty and the ‘simplicity of the swipe’ led to its widespread adoption, primarily as a function of positive word-of-mouth. The key takeaway for the budding entrepreneurs in the audience was that the many inevitable failures in the start-up journey provide invaluable lessons and should not only be accepted but embraced.

Leonard Kelly, Quantcast “Digital and marketing decisions should be data-driven, not assumption-driven” –

In a rapidly expanding digital space, the need to fight for attention through the noise is paramount. With ‘Big Data’ taking on a whole new meaning, targeting consumers online is becoming an increasingly challenging task. Leonard Kelly from Quantcast emphasised how strategies have evolved from general methods such as targeting a demographic to ones that are much more educated, based on geolocation, shopping habits, gender, etc. The more precise the targeting, the higher the likelihood of conversion. Kelly also stated that campaign analysis should be viewed as a constant activity and not just a box to be ticked – great advice for aspiring digital marketers. In a capacity allowing vast amounts of valuable data to be collected, metrics should constantly be monitored for any lessons to be filtered back in.

“Make the brand more human” – Federica Mazza, GE

Speakers from GE, Apple and BBH also had insights to share. Federica Mazza (an Imperial Alumnus) from GE shed light on humanising brands when operating in a B2B context. Regardless of the business model, marketers need to hone in on values that will resonate with their customers. While some industries may by nature be ‘easier’ to market, there is always scope to engage with your audience online and develop a relatable brand personality. Insight into work at Apple illustrated the challenges global giants face. Expanding e-commerce platforms catering to a global consumer base requires heavy investment considering the intricacies of varying currencies, languages, and preferences.

Looking forward

“Don’t worry about making mistakes – it’s the only way you’re going to learn” (Chris Twining, Mediacom) 

It is true that we as marketers believe there is opportunity in uniqueness – BBH built their business around this concept. Shail Mehta from BBH explained the company culture of the media giant with anecdotes regarding campaigns he had worked on, including Audi and Axe. Mehta went on to explain that at BBH no matter what position one is in, you will be heard and your words will be turned into actions. Much like with the concept of humanising brands, we must treat ourselves this same way. Mehta emphasised that it is vital to be confident and proud of being different.

“It’s not a career ladder. It’s a jungle gym” – Arfah Farooq, Makers Academy 

Arfah Farooq from Makers Academy stressed that the company looks for candidates who can approach problems and break them down. In the current dynamic workplace catalysed by the somewhat unpredictable path of digital technology, it is likely that employment at a small- to medium-sized company will fuse a variety of roles into one. Farooq stresses that a ‘can-do’ attitude and agility are key ingredients to successfully manoeuvring this playing field.

Considering the turnout and calibre of speakers, all we can do now is continue to aim higher. TDLY looks forward to seeing you at the next event!

 A huge thank you to the MSc Strategic Marketing program team at Imperial College London for all their support, kindness, and sponsorship.


Image Courtesy: Ece Değirmenci

Edited By: Meha Ashar



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