Scott Field is the Director of Communications at Team GB (The British Olympic Association), a role he decided to take after previously being Head of Media Relations at the FA.
He’s just returned from a successful Winter Olympics in PyeongChang, where Team GB mustered the enthusiasm of British athletes and fans alike; upon his return, we were keen for Scott to recall his experience and share it with us.
There’s no doubt that the British Olympic Association believes strongly in sport, as a means to challenge, inspire and unify us. The body has a vision to empower people to push themselves to the finish line and accomplish the ‘impossible’. At the end of the day, we’re all aspiring to be the best we can be – aren’t we?
This is a strong proposition and marketing is a crucial tool to get the message across in the most impactful way possible. We stopped in for a chat with Scott to get a little insight into what goes on in the mind of a Director at one of the most inspirational organizations of our time…
1. You moved from the FA to the Olympics – what do you think has been the biggest difference between the two?
Clearly, The FA is under incredible scrutiny and such is the prominence of football in the media and popular culture, the sport is constantly in the spotlight. Olympic Sport, on the other hand, has to work hard(er) for its coverage.
2. You’ve recently come back from the Winter Olympics in PyeongChang which must have been an amazing experience – is there a lot of difference between the Summer and Winter Olympics? Is there one that you prefer?
There is a great difference in the scale and therefore the intensity of the competition, but the sport is still of the highest quality. There is also an obvious difference in the athletes around free sports such as ski and snowboard park and pipe disciplines which makes it a really refreshing mix. It’ll be great to see free sports such as surfing and skateboarding in the Tokyo 2020 Olympic Games for that reason. No comment, on which one I prefer – I enjoy them both!
3. Can you give a small indication into what you will be covering at the dotmailer Summit – perhaps the key takeaways people can expect to leave with?
Hopefully I’ll make you smile and reprise a few great sporting stories from the Games, but maybe an insight into how we create our narrative to genuinely drive and support wider business development.
4. Have you seen any campaigns recently that you thought was particularly good?
KFC’s FCK apology. A good way out of a tough period.
5. Technology is becoming more and more prominent and impacting us all in different ways – have you got any key thoughts on this subject? And how you see this influencing our lives and our future?
There’s a creeping prevalence – some good, some bad. Spending an intense five weeks at the Games has made me think I need to put my phone down for a period. I see my very young children interacting with Alexa at home and realise their childhoods and futures are a world away from our own. It helps you remember that we need to retain balance in life, between digital and analogue lives – social media and conversation, physical activity versus sedentary activity.
6. What do you think will be the industry’s biggest opportunity in 2018?
Creativity is at the heart of everything we do. Great ideas provide opportunity.
7. Is there any particular advice that you would you give a marketer today?
See above. Don’t stifle creativity by process.
8. And lastly has there been anything that has truly inspired you lately?
Yes. I often get the opportunity to sit and listen to some of the most insightful and fascinating people and I had an hour listening to Dr Steve Peters recently. His words, anecdotes and insight can’t help but energise me.
Thank you so much Scott for sharing your insights, as well as some general inspiration. We’re looking forward to welcoming you on stage on the 19th April at the dotmailer Summit 2018!
Why attend the dotmailer Summit? Find out here.