Meet the Expert: Andrea Wilcox, Managing Director at Resonates

Andrea Wilcox joined Resonates in 2015. As the MD of the agency, she sets the direction of the business to drive success and discusses why she enjoys marketing and offers a suggestion for a must-read book!

How has your PR and marketing journey grown?

I was very fortunate in that I always knew I wanted to work in marketing. At first, I set my sights on what appeared to be the glamorous world of fashion marketing, but it quickly became apparent that my passion was ignited by a sense of purpose, so I jumped ship and started working for a young dotcom. It was a very exciting time, but it was impacted by the dotcom crash of the early noughties, and I had to learn a lot, fast. I did a decade in professional services, then moved to lead the marketing team of a digital agency. When I joined Resonates I realised that I’ve finally found a company that embraces both of my passions, sustainability and marketing.

What do you find most rewarding about your job?

I am driven by the positive impact of great marketing and I am always amazed at the results that can be achieved. Many of our clients are bringing new technology to market that will help meet the net-zero agenda. Being able to tell their story and be part of the collective impact is immensely rewarding.

What’s your favourite brand and why?

Tommy Hilfiger – They have a little-known sub brand called Tommy Adaptive that designs clothes for adults and children with additional needs. I have a disabled niece and an extra-long zip to ease getting things on, or a large pocket to accommodate and conceal medical equipment is brilliant. I wish more fashion brands were more inclusive.

What content are you enjoying consuming right now?

Invisible Women: Exposing Data Bias in a World Designed for Men. Don’t let the title put you off, it is hugely readable and packed with data led insight. It should be read by every policymaker, politician, and manager (male and female).

But for switching off, anything and everything by David Jackson.

The future workplace is evolving – what do you think businesses need to focus on in the next few months?

People, they are the life blood of any business and post pandemic we are getting used to a new way of working. We must embrace and change the way in which we build relationships with our team. It is harder now that we are not seeing each other every day but not impossible to build relationships. Employee engagement has always been important, but for me, now more than ever, it is a priority. At Resonates we have been using a free employee experience platform called OfficeVibe which gives the team a safe place to share thoughts with 2-minute, anonymous, weekly surveys.

What are the major challenges to tackling Net Zero and how do you overcome them?

Politics, policy, and money. I am writing this when energy prices are at an unprecedented high and every household is feeling the pinch. Together, building and construction are responsible for 39% of all carbon emissions in the world, with operational emissions (from energy used to heat, cool and light buildings) accounting for 28%. The remaining 11% comes from embodied carbon emissions. Policy changes need to happen quicker, the technology exists to build carbon neutral properties. If policy insisted on better insulation, solar panels, carbon efficient heating alternatives for example, then we would be able to meet the net-zero targets and reduce energy use and cost.

What green products/services do you use/like/would recommend?

Smol – dishwasher and laundry tablets, since launch in 2018, customers switching to Smol have saved over 300 tonnes of plastic and more than 1000 tonnes of chemicals.

Naked sprout – A small British company making tissue products that are unbleached – free from harsh chemicals and plastic.

Koh – chemical free cleaning products, the refillable system uses 10 times less plastic than regular cleaning products.

If you could choose to do anything for a day, what would it be?

I love the sea, forest, and the mountains. I like to take time out just to sit and enjoy beautiful surroundings with a chilled glass of something refreshing and crisp, preferably with my family, friends and dogs.