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October 13, 2013 by Sarah Hazelwood
A strong brand is vital for any business these days, as competition hots up on the high street and in the online stratosphere.
With more and more firms fighting for the consumer’s attention it’s never been so important to stand out from the crowd. Over the years Phones 4u has gone through some huge changes and the next 12 months are set to be even more exciting, as the business looks to further cementing itself as the mobile upgrade experts.
Heading up brand communications at Phones 4u is Caspar Nelson, who ensures that the brand not only looks great, but is perceived correctly and is engaging across print, digital and social platforms.
Name: Caspar Nelson
Job title: Head of brand communications
Job spec: Looks after the development and creation of Phones 4u’s advertising, media planning and booking, social and content, sponsorship and brand development. He is also head of cake acquisition!
Qualifications: A degree in Geography from Reading University
Top tips: You’ve got to know what you want to achieve, and have a plan to get there. Once you’ve got that it’s about working hard and taking your opportunities when they arise, and when they do (and they will) grab them with both hands and don’t let go.
Everyday essentials: Smartphone, bike and having fun.
After a quick catch up with Caspar (pictured right) we soon realised that having such huge responsibilities needn’t be stressful, and as long as you’ve got cake to hand you really can achieve anything you want.
How did you get into your current role at Phones 4u?
“I started at Phones 4u as a part time sales consultant in store when I was at university. I applied for a marketing exec role at head office when I graduated and worked my way up the old fashioned way – hard work and a little bit of luck.”
What is the most challenging part of your job?
“Reacting to the market can be difficult and turning well laid plans on their head at a moments notice. But, it’s also one of the reasons I love this job – at times it’s like a rollercoaster and I’m in no hurry to get off.”
You have to handle a huge marketing budget, how do you prioritise where the money is spent?
“We just guess! Actually we work with some of the best media and advertising agencies in the country to ensure the money we spend is working as efficiently as possible to reach the right people, at the right time, with the right message.”
You look after all the television ads that go out to millions of people,where does your inspiration come from and what’s it like to see the final product?
“I’m lucky that I work with some great people who do the inspiration bit for me, but seeing an advert on TV, or in the case of the Phones 4u Arena, a physical branded space, come to life is always a bit of a buzz.”
For the last film shoot you went to Las Vegas, where’s the most glamorous place you’ve had the chance to visit while working at Phones 4u?
“I didn’t actually go to Vegas. It was a slightly weird Indian reservation casino in the middle of the Californian desert, hours from anywhere of note. So, life isn’t always as glamorous as it may seem…”
It must get very stressful at times, how do you keep on top of things and switch off at the end of the day?
“I’m very aware I’m a lucky guy and most days are good days. It’s important to keep everything in perspective, so I try not to get stressed out. Most nights I get to see my wife, daughter and dog and most mornings I ride my bike before getting to the office and that helps keep everything balanced.”
You’re always bringing in lots of yummy snacks, what’s your favourite and how important is it to treat the team?
“I have lots of favourites – crisps are good, so are pastries, so are cream cakes. Sainsbury’s doughnuts are lush, the list goes on.
“I’m very conscious the team works extremely hard, so if I can bring a little bit of joy in to their day in the form of a confectionery item that’s a no brainer. Keep an eye out for my giant homemade Eccles Cake.”
Phones 4u has changed a great deal over the years, what are your plans/ aspirations for the next 12 months and beyond?
“If I wrote down our plans for the future you wouldn’t be able to publish this which would make the last 10 minutes a complete waste. What I can tell you is that I believe the Phones 4u brand will look, feel and act very differently in 12 months than it does today.”
If you weren’t working at Phones 4u, what job do you think you’d be doing instead?
“I’d love to think I’d be a professional cyclist, but I suspect my love of cake would scupper that!”
If you’ve not already seen the latest television ads, where have you been hiding? To see what all the fuss is about head on over to the Phones 4u YouTube channel and check out Caspar and the team’s latest campaign.
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