Power 100 Next Generation: Sally Oldfield, senior brand manager, Cow & Gate, Danone

Marketing, in association with Engine, profiles 30 of the brightest and best young marketers in the UK today.

Track record Her brand experience already includes stints at Rolls-Royce, Dyson and Kraft.

Work beyond years and peers She is behind the ‘Feed their Personalities’ repositioning of the brand, which led to the two minute version going viral within 48 hours, garnering more than 200,000 hits in a week.

Advice to younger self ‘Have more confidence. Seek out those challenges that make you feel a bit uncomfortable but actually can really accelerate your career.’

Brand passion ‘I love what I do and enjoy the variety that each day brings, even if making TV ads is not as glamorous as I expected when a teenager.’

What others say ‘Her sharp creative judgment and passion have been critical to the success of Cow & Gate’s new campaign.’

Brand focus ‘I love watching focus groups and seeing the consumer's reaction to an idea, concept or product. Then going away to figure out how you can come up with something that really answers an un-met need or identifying a way to talk to them that feels new, unique and different.’

Living the brand ‘I am probably on some kind of personal crusade to impart my baby knowledge to any friend or family member with a toddler, or little one approaching that age. So much so, my fiancé now knows all the reasons why Growing Up Milk is so important and can almost verbatim recite the features and benefits to his friends with kids.’


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer