MarComm’s Star Parade is a series where we shine the spotlight on some of the global stars from the Marketing and Communications industry, and Charlotte Adorjan is most definitely a bona fide star!
Charlotte has a passion for writing, which is evident in her ability to paint a compelling picture with words. In her 15 plus years in the industry, she has worked with the likes of Whiskas, Guinness and Cancer Research UK.
But don’t take our word for it! We’ll let Charlotte do what she does best and tell her story…
Q) Give us a brief insight into your career so far? Including your current job!
A) I left Camberwell Art School with a Graphic Design degree and after discovering I was rubbish at designing logos, blagged my way in to Euro RSCG Wnek Gosper on a creative placement. After getting in to the D&AD annual with my first commercial, a job there soon followed.
This led me to believe a) advertising was easy and b) I was really good at it. This idea was squashed pretty quickly. I joined AMV in 2002 and I’m still striving to get back to that glorious mind-set, one ad at a time.
Q) What according to you is the strongest tool in your skill set?
A) I love coming up with stories and making people feel something. If I can nail those two things then the writing takes care of itself.
Q) What is your favourite piece of work that you have created?
A) We recently made a campaign for Great Ormond Street Hospital. My son had heart surgery at 14 months old and when we got the brief in from GOSH we based the idea on an insight I felt at the time. It feels good to create something positive out of such a grim time.
Q) What is your favourite piece of work you wish you had done?
A) The ‘Nazis Against Nazis’ rally for Exit Deutschland was genius. Simple, powerful and effective. And by far the ‘Best Use of Nazis’ to date.
Q) How would you summarise the industry as it is today?
A) There certainly feels like there’s change in the air. Some for the better. The crusade to make the industry less ‘pale, male and stale’ (to paraphrase Vicky Maguire) will hopefully bring fresh life experiences, new insights and some kindred spirits within the creative department.
Until now I’ve had my head down trying to do the best work possible, and sort of forgot I was one of only a few women/mums doing this job. I love never having to queue for the loo. But hate how few role models there are to tuck myself under as I plough forward.
Q) Who (if anyone) has been the greatest influence in your career?
A) Olivier Ghez, the surgeon who operated on my son. Here was someone doing amazing, complex, life changing things every single day and he seemed as cool as a cucumber. After I met him I vowed I’d never worry about my (often insanely fun) job again. (My husband would say I’m not there yet.)
Q) What would you change about the industry, if you could?
A) Can I ban meetings? Or meetings about meetings. Or the meetings about the meetings where we talk about the meetings. I love writing ads. I hate having meetings. (You may have guessed!)
Q) Tell us something that people wouldn’t necessarily know about you?
A) I was grade 8 on the cello when I was twelve and got a music scholarship to my school. Then I discovered boys and smoking and Jim Morrison and never picked up the cello again. My parents never forgave me.
Q) Where would you ideally like to be in your career in the next 5-years?
A) Doing the best work, with the best people. As cool as a cucumber.