Interview: London’s Kevin Tewis-Allen wins award

London marketer and active CIM member, Kevin Tewis-Allen, recently received a personal award from the ICT Director at No. 10 Downing Street. Kevin is Global Director of Business Development (Music & Entertainment) at UNILAD.  We asked him how a private-sector marketer came to receive a medal from the Prime Minister’s Office. Kevin shares his story with advice for fellow marketers based on his experience.

Tell us about your involvement with No.10?

The ICT Department for the Prime Minister’s Office encourage new ideas and the development of the 300-strong Government Digital Service team by inviting outside speakers to share their know-how across a broad range of subjects. I was invited to speak on one of my favourite topics: “What is social media?”. So, I prepared a presentation to explain the different platforms from Instagram to Snapchat, and what they can do.

Please bear in mind that my audience was made up of some of the most technically able ICT professionals in the country. Speaking to them was a little overwhelming. But the talk resonated with the team. In their roles, they create and run technically excellent, secure private communications platforms, so its perhaps not surprising that they weren’t as familiar with the latest public-use social media platforms, that marketers grapple with day-to-day.   

What did you do to get this award?

I stayed in contact with No. 10 and most recently I was asked to provide input to a new project. The department was introducing a new telecommunications system and wanted to get the team behind it by giving it an identity with a usable brand name. The working title for the system was an acronym that didn’t do it any justice. So, I gave the issue some thought and suggested the name – ANTENNA - to galvanise the project. It’s been described as “simply genius” which is great to hear.

What was your creative thinking behind this name?

The team wanted one word which would indicate a new era in internal communications. So as a marketer, I needed to fully understand the issue. When you put people first, you’re better able to identify the solution. In this case, the system was being introduced to unify the team, and help them transition from a predominantly email culture (like so many established organisations), to one which harnessed new technology to enable more personal communications. Staff were encouraged, for example, to make video phone calls when starting out on a new project to establish relationships and then switch to email at the point that formal reports required a formal platform. The system was all about the two-way flow of communications for No. 10 – that description became my inspiration.

Why ANTENNA?

An antenna enables signals to be sent and received, reflecting two-way communication. But more than this, the inscription on the award I received explains why I felt ANTENNA to be so apt:

“Communication is a two-way thing with AN and NA indicating phone calls in and out and the number 10 synonymous with the PMO.”

This medal is a welcome token of appreciation for my marketing contribution. I’m very happy that the system, together with its new name, is now being rolled out to other departments.

What advice would you give to other marketers?

My first piece of advice is that being open to new opportunities is a life skill. Practice this skill and you’ll get more opportunities.

Secondly, in devising brand solutions, I believe that you must start by fully understanding the issue. Only then can you ask yourself “How can I fix this for the people involved?”. Do that and you’ll already be halfway to devising the right solution.

My last bit of advice is that, as a marketer you should never be afraid to disrupt the norm. Challenge everything.

Ask yourself:

“Is this the best it can be?”

“How do I know it’s the best?”

“What can I do better so it is the best?”